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How do game brands make social responsibility Ads?



游戏品牌怎么做社会责任广告?

腾讯游戏社会责任广告设计 | 概念设计




Project Type
项目类别


SRA Research

Ads Design
广告创意设计
Project Designer
项目设计


Ashur He 
My Contribution
我的贡献


  • Project Analysis 项目分析
  • Idea Generation 概念创意
  • Design 广告设计



What is Social Responsible Ads?

留心社会责任广告的概念


The definition of social responsibility advertising is that the brand promotes its products or brands and gives a gift to society. Its value is that the brand is not just making profits but also contributing to the community. Compared with simple advertising, social responsibility advertising can make the brand reach more audiences, and the public will understand and have a positive impression of the brand.

In order to identify or design socially responsible advertising, three things need to be met:

  1. People who are not interested in brands or products will be interested in this topic.
  2. Consumers interested in the brand or product itself will like the brand or product more because of this topic.
  3. The topic can not be the pain point of the product itself, only the secondary.

Designing social responsibility advertising without summarizing methodology will deviate from the scope of social responsibility advertising and become either traditional commercial or public service advertising without commercial.

社会责任广告定义上就是品牌在推广自己产品或者品牌的同时给与社会一个正向的gift。它的价值在于品牌不光只是盈利,而是品牌在社会中的一种贡献方式。相对比单纯的广告来说,社会责任广告能让品牌触达更多的受众,大众都将了解并对品牌有一定的好感。

通过研究和练习,我总结出,要满足三个点才能称得上是社会责任广告:

  1. 对品牌或产品不感兴趣的大众也会对这个话题感兴趣并有同感。

  2. 对品牌或产品本身感兴趣的消费者会因为这个话题更加喜欢这个品牌或者产品。

  3. 所说的话题不可以是产品本身的痛点,只能是其次的其次。

在没有总结方法论之前就设计社会责任广告将会偏离社会责任广告的范围,要么变成传统的商业广告,要么变成没有商业的公益广告。

我的第一次尝试选取的是Lynk&Co汽车和《使命召唤》游戏。通过分析了品牌在六维度的可持续性上面可以做或者已经做的事情,我再发散出怎样让品牌的产品与可持续性问题进行连接。

但是,我做的6个作品都是传统广告所拥有的性质,并不属于社会责任广告,因为它违背了第一条规则:大众对议题要感兴趣。你要不买汽车你也不会留意这个广告,你要不去玩游戏,你也不会看见这个campaign的活动,甚至也不会关注。所以我通过和同学的讨论,自己总结出上面所述的三个要素,这三个要素如果缺少一个,都不可以算的上是合格的社会责任广告。





My failed design: These are not social responsible ads:
亲测失败作品:这都不是社会责任广告


我设计的领克 campaign 并不能让对汽车以外的受众看见并感兴趣,也违背了产品本身不可以是直接痛点的问题,即使这个广告是为了推广可持续性的。这些设计都属于传统广告。


我设计的使命召唤 campaign 并不能让对游戏以外的受众看见并感兴趣,即使是为了推广反战和和平的。这些设计都属于传统广告。




Design 1 


The first design advocates environmental protection.

We know that the game world will often render the natural scenery as beautiful as the real thing, but if we don't take care of the environment, the landscape will never exist, and we will have to enjoy it in the virtual world. Therefore, I designed two slogans. One is to reflect on direct users, and the other is to make people reflect on our damage to the environment in the tone of future generations to achieve the effect. The background images are the environment rendered by the game, and another one below is the contrast between the game environment and reality.

第一个设计是对环境保护发声。

我们知道游戏世界很多时候渲染出来的自然风景像真的一样美丽,可是如果我们不保护环境,以后这风景将永远不复存在,我们只能在虚拟世界欣赏这样的风景了。

所以我设计了两个slogan,一个是对直接的用户发声,反思,另一个是从后代的口吻来让人们反思我们对环境的破坏从而达到效果。背景就是游戏渲染出来的环境以及游戏环境与现实惨淡的状况的对比。





Design 2


The second design expresses three aspects:
  • There is an equal social contribution in different types of works.
  • Teamwork can promote social development.
  • We rely on social workers to live in a pandemic.

In the game "Peace Elite," the opening of four players is the most typical because your team will have a big chance to fail if you lack one person. I use this as the connection point to connect the concept that social contribution is indispensable. This poster advocates social equality and teamwork.


第二个设计表达了三个方面信息:

  • 不同工种对社会贡献都很重要。
  • 团队合作才能成大事。
  • 疫情多亏了这些基层贡献者。

在《和平精英》游戏里,四人开局是最典型的,缺一个失败的机会都很大,以这个为连接点,连接了社会贡献缺一不可的理念。这个海报提倡社会平等,团队合作。

Design 3


The third design is straightforward, showing that women can also "go to war." Women's working ability is equal to men's, even in a complementary state, so we need more female war gods in the workplace.

第三个设计很直白,表明女性也能“上战场”。女性的工作能力和男性是同等的,甚至呈现互补的状态,所以我们需要更多的女性战神在工作场上。


Design 4



The fourth design is about who is responsible for the growth of teenagers. In this regard, Tencent games do have a system designed to prevent teenagers from getting addicted to games, but the key lies in parents' supervision and setting an example. If the parents themselves are addicted to their phones, how can they let less self-controlled teenagers control themselves? I made a twin poster for advocating parents spend time with their children without playing with phones. The brand can use the Chinese version poster inside the WeChat Moments ads.


第四个设计针对的是关于青少年成长谁负责的问题。在这方面,腾讯游戏确实有设计预防青少年沉迷游戏的体系,但关键还在家长们的监督和以身作则。如果家长自己都沉迷手机,那还能让孩子来控制自己么?



Design 5


The fifth design is about a civilized ride public transport system. On subways and buses, we will hear some people watching their phones with an open voice sometimes, which disturb and destroy the personal space of other passengers. It's like everyone is not at the same dimension. So instead of watching, you force them to listen to your dimensional noise.

I connect this concept to various game characters in Tencent games and represent different types of people to reflect sound playing outside at public transports.


第五个设计是关于文明乘坐公交系统的。在地铁和公交上,时不时会看见和听见有人外放声音,这骚扰并破坏了其它乘客的私人空间。这就像每个人都不是同一个次元的人,你强迫他们就听你的次元的噪音,而且只能听。我就讲这个概念连接到腾讯游戏里面的各大游戏角色,让它们代表不同类型的人,去体现公交上外放声音的问题。

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