Dunhuang has been standing still in the wind and sand for thousands of years. Many murals are in desperate need of restoration. Which depends on its ticket income. Now both Dunhuang and Tencent pictures are forced to close due to the pandemic.

Can these two unrelated brands get together to create some sparks? Maybe at the time bringing out more values to the whole society.

If you can’t go to Dunhuang or can’t go see a movie, why not do it online!

Tencent picture created 5 micro-films based on 5 Dunhuang mural stories. Users can watch the micro-films through the app, dubbing the movie, or invite friends to dub the movie together. We will charge 1 RMB for each viewing. Generated a total of 6.2 million RMB ‘box income’ and all devoted to the mural restoration.

The peak of the project was at week two of the lockdown. Took advantage of the lockdown and WeChat platform which has 100 million users achieved the fission spread in social media. Our survey found that during the pandemic, the daily time spent on WeChat increased by an average of nearly an hour per person. The entertainment of this event and the activation of hundreds of dialects are the reasons for it being viral.

We design the Dunhuang overview in the form of a long axis, which stands for film rolls. Once it moves, it becomes like a movie.

Tencent picture made 5 mural stories into 5 movies and shows it in a most popular short video style. Through the 10 billion user WeChat platform, we allow users to have an interesting social event at home. This dubbing idea also showcases the Chinese linguistic culture with hundreds of dialects. Amazing to see how new technologies and platforms can restore and give new life to ancient art making it relatable and accessible to a new audience.

Placement /

Launched on WeChat platform as a mini program. It got viral through the unique WeChat Moments.

Timeline /

Launched and running since January 15th, 2021. Advertising has lasted for 2 weeks.

1. This is the activity of the Chinese market. And it is a community activity for WeChat social users during the pandemic. When two brands stopped operating, they created another source of tickets and converted them into cultural public welfare funds. The corporate reputation of the two brands has also gained a good reputation during the pandemic.

2. Launched and running since January 15th, 2021. Advertising has lasted for 2 weeks. Experience is on WeChat mini program. PV over 30 million after 2 weeks of launch. UGC over 1.2 million. Raised a repair fund of 6.2 million for Dunhuang.

3. 183 user-generated topics. 6.2 million funds which are 1/3 of Dunhuang’s annual ticket earning. Two brands have also gained a good reputation, 15% increase.(project report 2021/8/15)