{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"COMMUNITY ENGAGEMENT: GAMING","is_link":false},{"keyword":"ENTRANT COMPANY","content":"CHEIL PENGTAI BEIJING & CHEIL HONG KONG, BEIJING","is_link":false},{"keyword":"TITLE","content":"TOXIC BACKFIRE","is_link":false},{"keyword":"BRAND","content":"SAMSUNG","is_link":false},{"keyword":"ADVERTISER","content":"SAMSUNG","is_link":false},{"keyword":"AGENCY","content":"CHEIL PENGTAI BEIJING, BEIJING\/CHEIL HONG KONG, HONG KONG","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"PAUL CHAN","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"KIMMY LIU","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"TIMOTHY TIAN\/LISHA LU","is_link":false},{"keyword":"ART DIRECTOR","content":"KIMMY LIU\/TIMOTHY TIAN\/XIAOXING ZHANG ","is_link":false},{"keyword":"COPYWRITER","content":"PAUL CHAN\/TONY CHAN","is_link":false},{"keyword":"ASSOCIATE CREATIVE OFFICER","content":"TONY CHAN","is_link":false},{"keyword":"PROJECT MANAGER","content":"ZUOYU LIU","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"LARRY SUN","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"'Toxic Backfire' was developed in response to bullying in China’s gaming community, where over 70% of gamers have experienced toxic bullying. \r\n<br>\r\n<br>To combat this, we flipped the script and made bullies confront their own toxic behaviour in real-time. \r\n<br>\r\n<br>When gamers bullied, we visualised the behaviour as a toxic mist that obstructed the bully's gameplay—creating an immediate consequence for their actions. \r\n<br>\r\n<br>This innovative approach led to over two million bullies facing their behaviour, resulting in a 35% reduction in reported incidents within three weeks. \r\n<br>\r\n<br>'Toxic Backfire' became one of the most effective anti-bullying campaigns in China’s gaming history, sending a strong message that toxic behaviour can backfire and drastically diminish one’s gaming experience.\r\n<br>\r\n<br>\r\n<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"When gamers bully, they poison the experience for everyone involved.\r\n<br>So we flipped the script. \r\n<br>And made gaming bullies face their own toxic behaviour.\r\n<br>‘Toxic Backfire’. Making gaming bullies face their own toxic behaviour.\r\n<br>","is_link":false},{"keyword":"STRATEGY","content":"INSIGHT\r\n<br>When gamers bully, they poison the experience for everyone involved.\r\n<br>STRATEGY\r\n<br>So we flipped the script. \r\n<br>And made gaming bullies face their own toxic behaviour.\r\n<br>","is_link":false},{"keyword":"EXECUTION","content":"In collaboration with NetEase, one of the country’s leading game developers, we hacked ‘Condor Heroes’—a ground-breaking MMO-RPG (Massively Multiplayer Online Role-Playing Game) that captivated millions across China.\r\n<br>Since bullying happens on voice chat during team play, we used the game’s ‘Abusive Language Detection System’ to identify toxic language.\r\n<br>We then made bullies face their own toxic behaviour, quite literally. \r\n<br>Every time the system detected any sign of bullying, it visualised the behaviour as a toxic mist, temporarily obscuring the bully’s gaming environment.\r\n<br>The more they bullied, the thicker the mist. Making it increasingly difficult for them to see and play. \r\n<br>All in real-time. \r\n<br>All within the game. \r\n<br>Disappearing only once they stopped their toxic behaviour.\r\n<br>\r\n<br>","is_link":false},{"keyword":"RESULT","content":"The hacked game sent a strong message to gaming bullies. \r\n<br>In just three weeks, over two million bullies faced their own toxic behaviour. \r\n<br>Reports of in-game bullying dropped by 35%. \r\n<br>Making this one of the most effective anti-bullying campaigns in China’s gaming history.\r\n<br>The message was clear: \r\n<br>Toxic behaviour can backfire. \r\n<br>The more gamers bully, the more unplayable their own game becomes.\r\n<br>\r\n<br>","is_link":false},{"keyword":"URL","content":"https:\/\/www.seeourfilm.com\/toxicbackfire","is_link":true}],"files2":[{"name":"EN19_002.mp4","type":"mp4"},{"name":"EN19_002_DI01L.jpg","type":"jpg"}],"count":2}