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 Originally made of metal, to reflect JD.com’s focus on electronic goods, the film re-imagines Joy as a soft, furry dog, increasing the brand’s appeal to a broader audience.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.