Activision Blizzard
THE TAIWANESE WORLD OF WARCRAFT
Blending a 400-year-old cultural tradition with modern day gaming.
Using the traditional Taiwanese puppetry technique, we remade the most talked-about story among Warcraft players—Wrath of the Lich King.
Challenge
REINVIGORATING INTEREST WITH TAIWANESE PLAYERS
The people of Taiwan highly regard their culture. Dating back to the 17th century in the Chinese world, the Puppet Show is a classic Taiwanese performance art exemplifying visual storytelling that speaks to Taiwan’s customs and traditions through the ages.
World of Warcraft is a cultural phenomenon that once saw more than half of the population of Taiwan playing.
Fourteen years after its original release, World of Warcraft invited players to return to the frozen lands of Northrend to re-experience a beloved expansion with Wrath of the Lich King Classic.
How to once again rise to the leading brand with this re-release, and find a way to reinvigorate interest in the brand with Taiwanese players?
Solution
WOW X PILI
Unifying both Taiwanese and World of Warcraft cultures, we created a uniquely authentic visual experience.
Partnering with Pili, the most iconic puppet show, World of Warcraft characters and scenes were created using Taiwan’s famous puppet show craftsmanship.
Wrath of the Lich King, which is a hugely popular story for Warcraft players, was recreated in puppet theatre and rewritten with local Taiwanese dialogue.
Taiwanese fans overwhelmingly enjoyed the production seeing the puppeteers’ performance and western characters speaking in authentic Taiwanese accents.
BTS Photos
1.6M
Blizzard Entertainment’s HQ shared the collaboration with its 1.6M fans
100%
Taiwan new subscribers has increased by over 100%
x9
Taiwan monthly new users has increased by 9 times
24
The film was a Trending Video on YouTube within 24 hours
