AN AD THAT SHOULDN'T HAVE EXISTED

TitleAN AD THAT SHOULDN'T HAVE EXISTED
ClientUNIONPAY
Product / ServiceQUICKPASS
CategoryA09. Branded Games
EntrantW Shanghai, CHINA
Idea Creation W Shanghai, CHINA
Production PAFASSHION LAB Shanghai, CHINA

The Campaign

How to make people remember the time-saving benefit of the UnionPay QuickPass? By wasting their time! So we created the “An Ad that Shouldn't Have Existed” advertisement, which but has sparked sensational curiosities. With an evolutionary story of human’s tools in a time-consuming but amusing way, to reveal that “ a simple wave to pay” is the fastest, and UnionPay QuickPass is a meant-to-be tool in Age of Internet.

Creative Execution

We created a whole world by CGI designing and animating in this mobile interactive HTML5, telling stories Era by Era of "How the wave of tools speeded up our development", like the Primitives defeated the Apes by a wave of tree branch; Sailors conquered Tribes by a wave of sharp sword, and Robots subverted the Era of Steam Engine by a wave of mobile phone... Each wave of an advanced tool marked new tools replacing the old - It wasted less time, society wheel spun faster and we gained more. To move stories forward, users need to wave their phones too. This interaction made users remember: UnionPay QuickPass - "JUST WAVE YOU PAY, THIS IS THE RIGHT WAY ".

“An ad that shouldn’t have existed” has been very visible since its launch. Its visiting rate reached over 1 million in 3 days, UnionPay QuickPas use in purchases recorded a 103.1% growth every month, and numerous media reported about the campaigns. It not only helped UnionPay brand awareness grew in home and aboard.

We built a mobile interactive HTML5, telling stories Era by Era of "How the wave of tools speeded up our development". To move stories forward, users need to wave their phones in time during this whole experience. In such a time-consuming but amusing way, “An Ad that Shouldn't Have Existed” told us an evolutionary story of human’s tools, and revealed “ a simple wave to pay” is the fastest, and UnionPay QuickPass is a meant-to-be tool in Age of Internet.

UnionPay QuickPass is the fastest online payment tool with just one wave of the mobile devices, especially for the young generation who is born in the mobile age, that’s simple, fast, and convenient. So we created a brand slogan - "JUST WAVE YOU PAY, THIS IS THE RIGHT WAY" for this campaign, and also built a mobile interactive Html5 site “An Ad that Shouldn't Have Existed” in which users need to wave their phones to move “WAVING” stories forward.

Credits

Name Company Position
3water Li W Founder
Colin Li Personal CD
Zoey Mai W Planner & AM
Huang Tze-Chuan W Animator
Xiaowan Chen W Copywriter
Dragon Jiang W Developer
Peiyun Chen W Illustrator
Joo Teoh Pafassion Lab Founder
Lian Zhigao Pafassion Lab CGI animator
Yau & Daibin Pafassion Lab CGI Designer
Links
Website URL