HOPE FOR THE BEST

TitleHOPE FOR THE BEST
ClientSHANGHAI PUDONG DEVELOPMENT BANK
Product / ServiceCREDIT CARD
CategoryA01. Direction
EntrantW Shanghai, CHINA
Idea Creation W Shanghai, CHINA
Production YUANYUAN PRODUCTION Taipei City, CHINESE TAIPEI
Production 2 ZOOMFILMS Czech republic, CZECH REPUBLIC

Brief Explanation

A credit card dedicated the youth an art film - in an entertainment approach to draw near to the youth. “In a world that has only two nations, one is rich, the other poor, one senior couple unexpectedly stole into the poor nation from the rich one”. We invited senior friends to play an art film that was dedicated to the youth in a European style to tell a story of Chinese sense of wealth. On one hand, this work endeavored to attract more eyes by exhibiting unexpected elements, and on the other, it offered an angle of bystanders to Chinese viewers.

Execution

Our case employed a hallucination story and jumped out of archetypical advertisement for banks which emphasized hard-work, strivings and over- embellished wealth. We frankly put that the current sense of wealth in Chinese may incur misfortune, thus revealing the sensitive social issue of significant wealth disparity. This story naturally shifted to the brand spirit we developed — “Hope for the best”, and to lead the youth to deep thoughts and the wealthy middle-age to reflections.

Credits

Name Company Position
3water Li W Founder
Gingzim Lo Yuanyuan Produciton Director
Jack Zhang & Xiexie W Strategist
Xingzhe Yan & AU W Art Director
Elaine Lee Yuanyuan Produciton Producer
Links
Video URL