The moon festival is one of the most important holidays in Chinese culture, celebrating being together with family and friends. WeChat took this opportunity to create a mixed reality campaign aimed at symbolizing the strong power of Chinese culture, called 'Moonments'. WeChat enabled users across the globe to connect with each other by searching for the moon in the sky using their mobile phone and then transported users to one of the Great Wall Passes, directly from their location in the real world. Within 12 hours, over 20 million WeChat users gathered on the Great Wall from across the world. Agency: Tencent, Shenzhen.
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