In global campaigns, cultural differences are the greatest hurdle. The recent 'PUBG' promotion for the 'RONDO' map gave me new insights. Let's delve into the project:
TASK:
GLOBAL CAMPAIGN FOR THE NEW MAP LAUNCH "RONDO"
PUBG has commissioned us to globally launch the new Chinese-style map, "Rondo," to capture fans in China and gamers worldwide.
THE CONCEPT:
“义与谋” WHEN BROTHERHOOD MEETS THE ART OF WINNING
Group play and enhanced gameplay attract gamers. With the new map, players forge bonds and use strategies for legendary victories.
义 (Brotherhood)
An ancient Chinese concept that can be literally translated as brotherhood/sisterhood, but it carries richer and more profound meanings. It represents friendship, loyalty, and honor. It signifies empathy, trust, and sacrifice. In PUBG, it's about support, rescue, and fighting side by side. It also means respecting formidable opponents, beyond winning and the game itself.
谋 (Art-of-Winning)
Victory needs strategy, not just courage. Inspired by Sun Tzu’s "Art of War" and Mozi. PUBG introduces intelligent and enjoyable elements, with thousands of new ways to win, enhancing diversity.
The “all-star” team
Stars Daniel Wu and Lee Jung-Jae lead the campaign. Directed by Sam Hargrave, with stunt professionals from "The Avengers" and "John Wick," it’s authentic and captivating.
This is my largest budget ever. We presented in Seoul, with creative teams from Beijing and Seoul. Four hundred people worked on set. The result is fantastic and worth it.
Emotion: The Universal Language
Across the globe, diverse cultures yield contrasting customs.
In some nations, a nod signifies agreement, whereas elsewhere, a headshake conveys 'yes.'
Driven by vested interests, the interpretations of identical matters diverge significantly.
An invasion, can also be seen as an act of desperation.
Due to differing values, our standards for judging things vary greatly:
Individualism thrives in some societies, while collectivism prevails in others.
Yet, one element remains impervious to geography, culture, interests, or values: "human emotion".
Even the most delicate sentiments find expression in various languages.
The art-of-winning delivers the thrill of intelligence, but it's the sense of brotherhood that truly moves us.
Simple, yet profoundly intricate, it goes beyond right or wrong, striking an emotional chord deep within us, reminiscent of the selfless collaboration of early humans hunting in the wild. It evokes an inexplicable sense of wonder.
I extend my admiration to the South Korean film 'New World,' inspired by the Hong Kong classic 'Infernal Affairs.'
In my perspective, its conclusion surpasses its predecessor, embracing deeper humanity and aligning with my perception of 'humanity.'
It serves as the cornerstone of my creative odyssey. To my delight, you can also see Lee Jung-jae in my film.
