| Title | KEY AUNTIE |
| Brand | ALIPAY |
| Product / Service | ALIPAY/ ONLINE PAYMENT PLATFORM |
| Category | A05. Direction |
| Entrant | LOWE CHINA Shanghai, CHINA |
| Entrant Company | LOWE CHINA Shanghai, CHINA |
| Advertising Agency | LOWE CHINA Shanghai, CHINA |
| Production Company | PHENOMENA Bangkok, THAILAND |
| Name | Position |
|---|---|
| Norman Tan | Chief Creative Officer |
| Qiang Zeng/Frank Zhao | Creative Director |
| Cherry Wang/Frank Zhao | Copywriter |
| Qiang Zeng/Kidd Zhang | Art Director |
| Connie Chua | Agency Producer |
| Eva Hu | Account Supervisor |
| Littichai Siriprasitpong (Thay) | Director |
| Manussamr Vorasingha/Qin Sen | Editor |
| Tito Shanghai | Post Production |
| Cine Digital Sound/Thailand | Music |
| Zemi Chen/Emily Shen | Account Manager |
| Baiping Shen | Planner |
| Darius Afshar Shan Bin Abdul Karim | Cinematographer |
In China, a by-product of properity is the loss of honesty. 'who can one trust? Is becomimg a serious sodcial issue. The wrold's largest online payment platform, Alipay has taken the mission to remind people about the value of trust. This is relevant to a financial institution like Alipay, whose brand promise is 'Trust'. 'Key Auntie' is basis on a true story which comes from civilians, it about one kindheartedly auntie who keep more than 30 families door keys over ten years. It's not only reflects brand concept of 'Knows Trust ', but also promotes the trust in big social environment among people.