The Campaign

The strategy is to show what happens if someone close to you knows about how you spend money. We will make people use and sign their credit cards more responsibly because their overspending not only affects them. The idea was to create a campaign and set up an event in cooperation with many luxury stores. Every time people used a credit card to pay for luxury items, it also required their mother’s signature too.

Creative Execution

"What if someone close to you knows about how you spend money?" was the insight behind this idea. We created the campaign and set up an event in cooperation with many luxury stores. Every time people use a credit card to pay for luxury items, their mother’s signature is required too.

Results

From the campaign event to the viral clips, the message “Sign responsibly. Because your overspending not only affects you” has been the talk on social media and people have started to rethink their attitude regarding buying luxury brands that they can’t afford.

From the campaign event to the viral clips, the message “Sign responsibly. Because your overspending not only affects you” has been the talk on social media and people have started to rethink their attitude regarding buying luxury brands that they can’t afford.

Thai people like to buy expensive things, show off and use credit to buy what they can’t afford. They don’t care about the consequences, even if it affects someone close to them. The task was to make them think before they spend.