Stack the Blue Buff: Honor of Kings x Ele.me

THE CHALLENGE

Most co-brands put two logos side by side and hope fans care. Ele.me wanted to reach young gamers at Mid-Autumn in a way that felt native to their world.

THE INSIGHT

Players talk about “stacking buffs” to power up, in the game and in everyday slang. One of the most prized is the blue buff, and blue is Ele.me’s colour.

So stacking the blue buff could mean powering up with Ele.me’s better deals, delivered faster, which tied the partnership to what Ele.me actually offers.

WHAT WE DID

I conceived the idea and set the visual strategy, then directed our agency to carry it from the key visual to merchandise and in-app content, led by a delivery-box lantern.

THE IMPACT

A partnership idea built on a product truth, with a brand mechanic strong enough to carry into one of China’s biggest gaming IPs.