“La Quête des Bougies” is a point and click game. Users have to find lost candles on the map to finalize the LVQR anniversary cake. User could search everywhere on the platform : into the game and products pages. During this quest of candles, many activities are available : an open map (the Vach’ Parc) with several games free-to-play and optional quests.
Context | Facts and figures
Client : La vache qui rit ® (The Laughing Cow ®) – Fromagerie BEL
Project : Games Free-to-play into “La Quête des Bougies”
Agency : Mediagong | Leo Burnett
Budget : around 100k€
Type of product : Advergame, Games Free-to-play, Brand Content
Medium : Website, Newsletters, Ads campaign
Target : Children, Teenagers.
The digital communication of The Laughing Cow ® in France is build around the website “Le Monde du Rire” (“The World of laughter”) created by Mediagong Leo Burnett in 2010. Its a platform fun-oriented, dedicated to children and parents, with contents regularly updated : brand contents, games, news products, discounts, brand events. In 2011, it was the 90th year anniversary of The Laughing Cow ®. The client needed a new game, ease to use but funny to play, inspired by the event.
The big picture
The agency proposal was a Point and Click Game – RPG-like – named “La Quête des Bougies”. In this game, users have to find lost candles on the map to finalize the LVQR anniversary cake. User could search everywhere on the platform : on the game, on the shop and products pages. During this quest of candles, many activities are available : an open map (the Vach’ Parc) with several games free-to-play and optional quests.
My intervention / Skills developed
On this project, I was the art director in charge of four games free-to-play and six optional quests (co-working with the Flash development unit). The constraint was to create a casual games into a bigger game univers. I had to resolve several challenges :
- Accessible for casual/young players.
- Balance a good level design for a playtime of 3 mn maximum.
- Ensure a functional and graphic relevant with initial game-platform
- Make an efficient user interface over the global website.
Conception brainstorming with the core team (creative director and producer). This step included rules, challenges, mini-game mechanics, level design, functional guidelines.
Sketchs, trends definition, interface designing, declinations and final product quality.
About the brand’s name
The product is localized by name nearly everywhere it is sold : La vache qui rit in France, Canada, Switzerland, Greece, the Netherlands and Belgium. The Laughing Cow in English-speaking countries. Die lachende Kuh in German-speaking countries except Switzerland where it’s known as La vache qui rit. البقرة الضاحكة (Al-Baqara Ad-Dahika) in Arabic-speaking countries (It is also often sold under the French name, La vache qui rit). Veselá kráva in the Czech Republic. Krówka Śmieszka in Poland. La vaca que ríe in Spanish-speaking countries. A vaca que ri in Portuguese-speaking countries. Văcuța veselă in Romania. Весела Корівка in (Vesela Korivka) in Ukraine. Весёлая Бурёнка (Vessiolaia Bourionka) in Russia. Den Skrattande Kon in Sweden. Den leende ko in Denmark. Η Αγελάδα που Γελά (I Agelada pou Gela) in Cyprus. La vache qui rit, Gülen İnek in Turkey. 乐芝牛 in China. 笑牛牌 in Hong Kong. Ilay omby vavy mifaly in Madagascar. ラフィングカウ (Rafingu Kau) in Japan. La Mucca che ride in Italy. Con Bò Cười in Vietnam. Sapi Ceria in Indonesia.
3D characters design : © Mac Guff Ligne Paris.
© Mediagong Leo Burnett/Bel – Mini-jeux free-to-play “La Quête des Bougies” | Les 90 ans de La vache qui rit ®. Création structure et décors du monde ouvert: Alexandre M., Conception et direction artistique des mini-jeux : François Soulignac, 2011. Micro-games free-to-play “La Quête des Bougies” | 90th Anniversary of The Laughing Cow ®. Open world’s design: Alexandre M., Free-to-play games design and art direction : François Soulignac, 2011