Dunhuang Academy + Tencent Pictures: Dubbing the Movie

Akae Wang

The city of Dunhuang partnered with Tencent Pictures to launch a social entertainment project on WeChat that raised restoration funds for the historic site during COVID-19 lockdown in China.

Campaign details

Brand: Dunhuang Research AcademyBrand owner: Dunhuang Research AcademyEntrant company: Tencent - China (mainland)Idea creation: In houseMarket: Greater ChinaSector: Non-profit, public sector & educationMedia channels: Social media Budget: Up to 500k

Executive summary

This interactive micro-film was created by two unrelated brands, Dunhuang and Tencent Pictures.

Both businesses were suspended due to the pandemic, but they decided to jointly launch a social entertainment project. Tencent Pictures made five famous Dunhuang murals into cartoons for everyone to play the role-dubbing game. Users can share publicly and...

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