Realised
with all the style and production values of the best Hollywood feature
animation, the short film is the heart-warming tale of Joy, retailer JD.com’s
lovable dog mascot, and his comic trials with a pesky heron. The brand’s aim
was to introduce Joy to consumers, broaden its client base and launch JD.com
internationally. Originally made of metal, to reflect JD.com’s focus on
electronic goods, the film re-imagines Joy as a soft, furry dog, increasing the
brand’s appeal to a broader audience.
Perhaps
the film’s greatest strength is that it isn’t an ad; no product shots, no brand
slogans, not even a metaphor for their services. The result is a lovely film
that establishes Joy as the most adorable brand character in China. Its debut
coincides with Chinese New Year, which in 2018 is the Year of the Dog.
The
film was released online and through WeChat, reaching around 400 million.