Background

During 2026 FIFA World Cup, almost every brand tries to talk about passion, unity, dreams, victory, and glory. Most campaigns depend heavily on football stars, stadiums, and match moments. China Mobile faced a different challenge: how to communicate a functional benefit — users could claim World Cup viewing rights through the China Mobile app — in a way that felt bigger, more entertaining, and easier to remember. The goal was to turn a simple product message into a piece of popular entertainment worthy of the world’s biggest sporting event.

Idea

The core idea behind “The Longest Queue in World Cup History” was to ask a simple question: if this benefit could only be claimed offline, what would happen? The answer became a giant visual fantasy. A queue starts in a Chinese city and keeps growing. It moves through streets, across landmarks, past the Great Wall, the pyramids, the Eiffel Tower, and the Christ the Redeemer statue. It becomes so long that even astronauts can see it from space. By turning China Mobile’s massive user base into an absurd, unforgettable image, the campaign made the benefit instantly clear: everyone wants it, but fortunately, no one has to queue for it. All users need to do is open the China Mobile app and claim their Migu World Cup viewing rights directly.

Execution

We created the film as an AI-generated visual comedy built around scale, rhythm, and surprise. The film begins with a familiar Chinese offline promotion scene: a banner, a crowd, and people queuing for a benefit. Then the image expands into a global spectacle, using cities, landmarks, animals, and even space to push the idea further and further. 

The twist comes when the film cuts back to reality. The entire global queue is revealed as a meeting-room imagination. Someone suggests a simpler solution: let users claim the benefit in the app. The absurd fantasy collapses into one clear product action.

AI was used not as decoration, but as the most efficient way to create an impossible world. Tools including Nano Banana, ChatGPT image generation, Kling, Seedance, and Google’s V3 were used across image generation, refinement, and video creation. This allowed the team to build scenes that would be difficult, expensive, or impossible to shoot traditionally.

The music also carried brand memory. By using Beethoven’s “Ode to Joy,” the film echoed China Mobile’s classic “Communication begins from the heart” advertising legacy, while reinterpreting connection for a new World Cup moment.

The result was a campaign that turned a practical app benefit into a memorable entertainment idea: when the whole world wants to watch, the smartest queue is no queue at all.