There’s a reason why Del Campo Saatchi & Saatchi chief creative officers, Maxi Itzkoff and Mariano Serkin, have a top rung spot on the global creative ladder.

Yes, Del Campo Saatchi & Saatchi was named International Agency of the Year by Ad Age in 2011 and Itzkoff and Serkin added to the world’s eight most innovative creative worldwide the year after. Yes, Del Campo Saatchi & Saatchi was the second most awarded agency of The Gunn Report in 2013, and has been Argentina’s Agency of the Year for seven consecutive years.

But the reason they’re at the top of adland’s food chain is much simpler. Wit – offbeat, quirky, human, ironic and memorable observations about life that make brands irresistibly friendly.

Here’s a very recent example:

Changyou is a top online game developer in China. The campaign coincided with the launch of its three new online games, TLBB 3D, Dush Fire and Warframe.

Playing Can’t Be Bad, does a lot more than tap into the unspoken feelings of gamers. Every execution stands on the all-consuming enjoyment gamers get from their (Changyou) games.

All three films in #PlayingCantBeBad include subtle insertions of the three new games just launched by Changyou.

The campaign is running in cinemas in China.

Creative credits:

Agencies: Del Campo Saatchi & Saatchi & Saatchi & Saatchi Greater China

Chief creative officers: Maxi Itzkoff, Mariano Serkin, Carol Lam & Fan Ng 

Executive creative directors:  Ariel Serkin, Juan Pablo Lufrano & Rafael Santamarina

Creative team: Carlos Lanús, Diego Gueler & The Perlorian Brothers

Production: Adrian Aspani, Felipe Calviño & Ran Yin

Account directors:: Ana Bogni, Michael Lee, Irene Shum & Rebecca Liu

Production company: Primo

Director: Nico Perez Veiga

Executive producer: Caro Cordini

Producer: Victoria Piantini

DoP: Charly Ritter

Post production: Pickle House

Music: Circle Of Sound

Sound: La Casa Post

Editor: Alejo Hoijman