I recently saw an animated short, in the style of Pixar, on my whatsapp. Its a heartwarming story about a dog helping a crane get food.

What is interesting is that Big eCommerce companies are stepping up in building brand awareness through storytelling animations.

The Tencent e-commerce subsidiary commissioned Australian production house Passion Pictures to produce a four-minute film which pits the brand’s adorable mascot, Joy, against a hungry heron during a quiet fishing trip.

Named ‘Joy Story: Joy & Heron’, the Pixar-style film shows the small dog trying hard not to rock his master’s boat while defending it from the worm-stealing bird.

However, after spotting the heron is only trying to feed its hungry – and fussy – chicks, Joy comes around gives away the whole pot of worms. And in the spirit of Chinese New Year, the heron then reciprocates the gesture of kindness.