DEFYING THE ODDS IN THE MOST UNCONVENTIONAL WAYS
When faced with time-sensitive projects like this, a solid collaboration and transparency is key. Pushing production-ready code, and UI can be tricky when you are doing it under an insane amount of pressure. Suddenly, your priorities as a Creative shifts: it's not just the consistency on the branding that you are most worried about, there are also the factors of usability (Is it actually playable? Will our intended users be able to access it? Will it work on every device? Is the gameplay compliance with Google best practices?), responsiveness, and purposeful (Will it hurt or help the campaign? Are we sending the right message to our audience? Is it truthful? Is it ethical?)
We aimed for an experience that provided intrinsic values to our targeted audience. Those were the values of joy, delight, mystery, adventure and a sense of belonging to the digital world. Admittedly, this wasn't the simplest of task to pursue, and to evangelize but it has definitely paid off:
A few months after release, this ad went on to win a Bronze award at the 2016 Tambuli Awards Asia ('Globe hidden codes'), and a few other award-giving bodies on Southeast Asia.