Spikes Asia

The Sacred Step

TENCENT TECHNOLOGY, Beijing / TENCENT / 2018

Awards:

2 Shortlisted Spikes Asia
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Case Film
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Overview

Entries

Credits

Overview

Background

Monument Valley 2 is an illusory adventure game of impossible architecture.

It is not only a manifestation of art and design, but also an inspiration for players to explore the geometrical beauty of the world.

We expected to attract players around the world and to foster their interest in the game with less than RMB 5 million in spending.

How to ignite player ‘s imagination and curiosity about architecture so to facilitate better understanding of the game is our major challenge.

Execution

First, we found a residential building in Spain, La Muralla Roja, which resembles architecture in the game. Then we designed three interactive walking routes to transform it into the “Monument Valley in reality.” Through AR game on site, more people have visited and interacted with the building.

Second, we brought Monument Valley to your side. By using 3D projection, we created a Monument Valley themed interactive space, which consisted of five areas.

Third, we launched a social media campaign called “Create the Monument Valley in Imagination.” It invited players to capture the intriguing architecture around them with cameras and paintbrushes. With players’ rich imagination, every building could become Monument Valley.

Similar Campaigns

12 items

1 Spikes Asia Award
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EDELMAN, Singapore

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2023, HEWLET-PACKARD

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