Dunhuang Academy - "30 SECONDS OF LIGHT"

Tencent Shenzhen, China

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Brand: Dunhuang Academy
Country: China

Advertiser: Tencent Inhouse

Title	30 SECONDS OF LIGHT
Agency	Tencent
Campaign	30 SECONDS OF LIGHT
Advertiser	Tencent Inhouse
Brand	Dunhuang Academy
Date of First Broadcast/Publication	2022 / 2
Business Sector	Government Information & Services
Story	Dun Huang, known for the Buddhist caves with thousand-years of history. It is beautiful yet fragile. Over the years, the restoration of its murals has mostly relied on tourism. But it also speeds up natural erosion. Therefore, some kind of restriction has become necessary.
Philosophy	Tencent lab has created a mini-program for Dunhuang, to promote, and to bring up the public awareness of historical protection.Within the experience, users are able to choose any cave they like. Light up a candle through any amount of donation then enters the online VR experience. Still, for only 30 seconds. However, the 30-second-experience could be triggered again by each donation. MEDIA STRATEGY We found a perfect medial/PR time to launch the project- Chinese New Year’s Eve It’s the night when people share their love and prayers. Light up a light, Seek the Buddha’s blessing, and meanwhile become a Mogao cave protector.
Problem	30 seconds. It’s the time limit of murals under the spotlight. This means visitors will only have that 30 seconds to observe the mural. Indeed 30 seconds is definitely too short for a good experience. So why not move it onto the digital platform and make it meaningful.
Result	Total Visits / 8.09 million (the highest peak of the product). Independent users / 2,290,000 visits.
Media Type	Digital
Length	137 seconds
Market	China
More Information	https://www.youtube.com/watch?v=6C7_EHjJrY0
Executive Creative Director	Akae Wang
Art Director	Ivy Huang
Art Director	Ken Lin
Art Director	Sonja Xu
Art Director	Dong Xia
Copywriter	Akae Wang
Copywriter	Yuanmeng Liu
Production Company Producer	Roy Zhang
Creative Studio	Stink Studios
Managing Director	Ramzi Chaabane
Production Company Producer	Katherine Lee
Production Company Producer	Lili Xiong
Creative Director	Addie Hao
Copywriter	Mark-Louis Brenndorfer
Production Partner	FINAL FRONTIER