Chinese game developer tries personal touch

Be the first to comment
Changyou “Playing Can’t Be Bad” by Del Campo Saatchi & Saatchi (Spain) and Saatchi & Saatchi Greater China.
Changyou “Playing Can’t Be Bad” by Del Campo Saatchi & Saatchi (Spain) and Saatchi & Saatchi Greater China.

Changyou's "Playing Can't Be Bad" campaign created by Saatchi & Saatchi looks at the human side of gamers

Chinese online game developer Changyou is promoting three new titles with a campaign that turns the tables on those who blame online games for making the people who play them antisocial.

Three cinema and TV spots airing in China promote the developer’s new games: TLBB 3D, Dush Fire and Warframe.

Titled "Playing Can’t Be Bad" and created by Del Campo Saatchi & Saatchi (Spain) and Saatchi & Saatchi Greater China, the campaign uses irony to question the premise that video games isolate people.

Campaign credits

Client: Changyou
Agency: Del Campo Saatchi & Saatchi (Spain) and Saatchi & Saatchi Greater China
CCO:
Maxi Itzkoff / Mariano Serkin / Carol Lam / Fan Ng
ECD: Ariel Serkin / Juan Pablo Lufrano /Rafael Santamarina
Creative team: Carlos Lanús / Diego Gueler
Production: Adrian Aspani / Felipe Calviño / Ran Yin
Account director: Ana Bogni / Michael Lee / Irene Shum /Rebecca Liu
Production company: PRIMO
Director: Nico Perez Veiga / The Perlorian Brothers
Executive producer: Caro Cordini
Producer: Victoria Piantini
DOP: Charly Ritter
Post production: Pickle House
Music: Circle of Sound
Sound: La Casa Post
Editor: Alejo Hoijman