Cốc Cốc x Mì Creative Hub
CỐC CỐC RECAP 2023 PROJECT
To conclude a year, technology applications and social networks often feature a Wrapped/Year-in-review section to provide customers with information on product usage behavior.
Taking inspiration from that concept, Cốc Cốc (the default search engine on the Cốc Cốc browser and developed by Cốc Cốc Technology Limited Liability Company) aims to bring a new experience through a product that can "delight" users with summaries of their journey throughout the year with Cốc Cốc.
However, instead of just offering regular statistics like other brands, Cốc Cốc wants to visualize users' journey in 2023 as a "hero's journey," transforming users into "heroes" on their internet usage journey.
Drawing inspiration from Vietnamese folktales, the story is crafted with various characters:
Hero: The user
Mr. Bụt - Cốc Bếu: The companion and weapon provider for the Hero
Annoying Ad Monster: The pop-up ads, nuisances that the Wizard Cốc Bếu and Hero collaborate to block.
In the universe of Cốc Village, everyone is a net-surfing knight. However, the most formidable group is undoubtedly the Daring Challengers Club. After a few bustling recap days, the Venture Capital Knights and the Diplomatic Warlords are actively competing for the top position. Additionally, the most trusted weapon by the knights of Cốc Village, as they embark on conquering the virtual world, is the Ad-Blocking Treasure Shield.
Each user is a knight wielding weapons from Mr. Bụt - Cốc Cốc, accompanying them on the journey to conquer the virtual world.
The image is created using minimalistic color blocks, providing a light and modern appearance. This approach is flexible, applicable to various styles ranging from chibi characters to stylized and realistic depictions. When used in UI/UX designs, the color palette gives a sense of boundlessness, trendiness, and a more contemporary feel.
The chosen colors aim to express the traditional Tet atmosphere of Vietnam.
CREDITS
Client: Cốc Cốc
Agency: Mì Creative Hub - The Dynamic Agency
Concept, Art Direction by TrangJT
Artist by Tuyết Hoàng, Sứa
Graphic Design by Khanh Phạm
Copy Writer by TrangJT
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