"Playing can't be bad" - Changyou Defends Gamers

Humorous campaign created in collaboration with Del Campo Saatchi & Saatchi and Saatchi & Saatchi Greater China, featuring 3 films launches in China

A witty campaign featuring three films hinting at the hidden feelings of Gamers for leading Chinese online game developer Changyou, has been launched in conjunction with the release of three new online games; TLBB 3D, Dush Fire and Warframe.  

Developed by Del Campo Saatchi & Saatchi and Saatchi & Saatchi Greater China, the campaign contrasts some unhappy realities faced by gamers in the real world with carefree adventures they experience when gaming online.  The three films were developed around the campaign’s idea that “Playing can’t be bad”. #PlayingCantBeBad  

Does online gaming cause antisocial behaviour? Or do others cause the gamer to seek escape from real life by playing games? The campaign uses ironic humor to examine human relationships.  

In the film titled ‘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 third film of the series – ‘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.

All three films include subtle insertions of the three new games launched by Changyou.

The campaign was launched in the main cinemas in China on 22 April 2015.

View the films here;
Little Girl: https://youtu.be/8mmEmhGZpnE
Mother: http://youtu.be/BGp529m97_Y
Employee: https://youtu.be/yh73kzm9RMY


FORBES magazine names Legacy in the Making by Mark Miller and Lucas Conley (McGraw-Hill) as one of the “Top 10 Business Books for 2018

News

Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…

Guillermo Vega joins Saatchi & Saatchi London as Chief Creative Officer

News

Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…

Saatchi & Saatchi win 17 awards at Cannes 2018

News

Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…

Saatchi & Saatchi Croatia Re-energizes With New Creative Appointments

News

Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…

Saatchi & Saatchi New Zealand wins global Tourism Fiji account

News

Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…

Saatchi & Saatchi Shanghai wins Kraft Heinz China’s Creative Business

News

Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…