Moonments

Tencent

A unique AR experience in WeChat that's triggered by the moon.

See the project

To celebrate the 70th Anniversary of the Founding of the People's Republic of China, Tencent partnered with the China Foundation For Cultural Heritage Conservation to create a unique mobile experience.

For 24 hours during the Moon Festival, Tencent enabled users across the globe to connect with each other by searching for the Moon in the night sky using their mobile phone.

From anywhere in the world, from dusk until dawn, the user is transported to see a unique view of the moon from the Great Wall.

Each user can create a unique poster, choosing an ancient poem to accompany their image, before sharing with friends as a Tencent WeChat Moment — becoming united through the beauty of the moon.

Finally the user is encouraged to make a donation to China Foundation For Cultural Heritage Conservation, contributing to the future conservation of the Great Wall.

Awards

  • FWA

    FWA of the Day