This work is relevant for Gaming Entertainment because it successfully combined two iconic cultural elements, Taiwanese puppetry and World of Warcraft. Created a unique and authentic visual experience that resonated with Taiwanese players. By partnering with Pili, the most iconic puppet show in Taiwan, and recreating scenes and characters from World of Warcraft using puppetry, the collaboration was able to create a bridge between Taiwanese culture and the popular game. The authenticity of the experience was also enhanced by the use of local Taiwanese dialogue.

World of Warcraft, a cultural phenomenon that once saw more than half of the population playing. Fourteen years after its original release, World of Warcraft invited players to return to the frozen lands of Northrend to reexperience a beloved expansion with Wrath of the Lich King Classic. How to once again rise to the leading brand with this rerelease, and find a way to reinvigorate interest in the brand with Taiwanese players?

Native awareness has increased in the past few years, with 「Taiwan Culture」 being a shared value across various generations. The people of Taiwan highly regard their culture.

Dating back to the 17th century in the Chinese world, the Puppet Show is a classic Taiwanese performance art exemplifying visual storytelling that speaks to Taiwan’s customs and traditions through the ages.

Unifying Taiwanese and World of Warcraft cultures, we created a uniquely authentic experience.

Blending a 400-year-old cultural tradition with modern day gaming

Partnering with Pili, the most iconic puppet Show, World of Warcraft characters and scenes were created using Taiwan’s famous puppet show craftsmanship.

PILI is the most representative puppetry troupe with over a million fans and 400 online forums.

Many had grow up watching PILI and continues to be popular among young people today. Like World of Warcraft, it has heroes, strategy, and epic storylines.

The release of the video and behind-the-scenes, created local resonance within two large fan groups of games and puppets. Which brought cross-border and cross-generational topics to the new expansion.

Partnering with Pili, the most iconic puppet show, World of Warcraft characters and scenes were created using Taiwan’s famous puppet show craftsmanship.

Wrath of the Lich King, a hugely popular story for Warcraft players, was recreated in puppet theater and rewritten with local Taiwanese dialogue.

Taiwanese fans overwhelmingly enjoyed the production seeing the puppeteers’ performance and western characters speaking in authentic Taiwanese accents.

We also created a mobile puppet theater to perform and interpret the classic "Wrath of the Lich King" story, letting the story be told in every corner of Taiwan.

Taiwanese fans went crazy seeing the puppeteers’ performance and western characters speaking in authentic Taiwanese accents.

After the campaign launch :

1. Within 24-hours the film was a Trending Video on YouTube

2.Blizzard Entertainment’s HQ shared the collaboration with its 1.6 millions of fans

3.Taiwan monthly new user acquisition has increased by 9 times

4.Taiwan new subscribers has increased more than 100%

Puppetry is the most popular cultural tradition in Taiwan. Originated in Quanzhou, southern Fujian, and later developed in Taiwan. The puppets are made by hand and feature an incredible amount of detail, with wooden heads, cloth torsos, limbs, and palms. During performances, puppeteers wear the puppets like a glove and manipulate them by hand. The art form has been passed down through generations and is deeply rooted in Taiwanese folklore and mythology. During the early days, puppetry was mostly performed at weddings, funerals and traditional celebrations. During the 1960s, puppetry made the transition to television, and performances took place in TV studios. Since then, puppetry has extended to various media and venues, including TV, movies, and multimedia. Today, it remains an important part of Taiwan’s cultural tradition.