Changyou Playing Can’t Be Bad
Changyou Playing Can’t Be Bad commercial “Mother” has won the Grand Prix for Film at Spikes Asia, alongside Gold for “Employee” and “Little Girl”. Does online gaming cause antisocial behaviour? Or do others cause the gamer to seek escape from real life by playing games? The #PlayingCantBeBad campaign uses ironic humor to examine human relationships from the perspective of the men who play Changyou online games. Three films, “Mother”, “Employee” and “Little Girl”, include subtle insertions of the three new games launched by Changyou, TLBB 3D, Dush Fire and Warframe.
“Mother” features a mother of a young boy infatuated with the gaming universe, who wonders why her son is unable to get a girlfriend. The narrator questions if that is because the mother is not willing to let go of her son. In “Employee”, a staff member resorts to playing games on his mobile device at work because he feels disrespected by his boss. In “Little Girl”, a miserable father sticks to playing his online games instead of interacting with his daughter, after she continually puts makeup on him and dresses him up in ballet dresses.
The Changyou Playing Can’t Be Bad campaign was developed at Saatchi & Saatchi China, Hong Kong and Shanghai, by chief creative officers Carol Lam and Fan Ng, managing director Irene Shum, director of communications Rebecca Liu, Head of TV Ran Yin, account directors Ana Bogni, Michael Lee, Irene Shum and Rebecca Liu, and Del Campo Saatchi & Saatchi, Buenos Aires and Madrid, by chief creative officers Maxi Itzkoff and Mariano Serkin, executive creative directors Ariel Serkin, Juan Pablo Lufrano and Rafael Santamarina, creative team Carlos Lanús and Diego Gueler, agency producers Adrian Aspani and Felipe Calvino.
Media was handled by Zenith OptiMedia, Shanghai.
Filed under: Commercials
Tagged: Ariel Serkin, Carlos Lanus, Carlos Ritter, Carol Lam, Circle of Sound, Del Campo Saatchi & Saatchi, Diego Gueler, Fan Ng, La Casa Post, Mariano Serkin, Maxi Itzkoff, Nico Perez Veiga, Pentimento, Pickle, Primo Buenos Aires, Saatchi & Saatchi China, Zenith Optimedia