¥10 Tale of Forgotten Veterans Tencent

Overview

After World War II, due to complicated historical issues, some Chinese veterans ostracized and ultimately unrecognized for their heroic roles in the war. Seventy years after China’s WWII victory, J. Walter Thompson Beijing and Tencent, one of China’s biggest web portals – decided it was time to give these veterans a voice, with the 10 RMB note as their stage. In a HTML5, when people take a photo of the back of the note with their smartphones, it would transform the note into moving media, tossing the viewer into the actual battlefield and giving them a front seat to stories narrated by the veterans themselves. The campaign drove awareness - and nearly 3 million RMB in donations for the veterans.

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