The Campaign

A credit card dedicated the youth an art film - in an entertainment approach to draw near to the youth. We tried to give the advertisement film features to invite senior friends to play an art film that was dedicated to the youth, which offered an angle of bystanders to Chinese viewers to allow them to think clear the problems along their road to wealth.

Creative Execution

We launch a teaser social posters to hook the consumers' interests first, one weeks later, the theme film lunched with our social topics for stories recumbent and discussion. Lots of video platforms, KOLs in art, film, marketing field also reported this "unlike" brand video. Basing on the story of “Hope for the Best”, we discussed multidimensional issues to guide the public to a series of thoughts on many aspects like wealth, the youth, social classes, fate and other life issues, which delivered heavier social meaning and communication value.

Video Plays 8,000,000+ Reports More than 50 Social Discussion Weibo Hot Topic No. 4 Brand preference and Credit card conversation rate 68% Growth

1.It broke the box of archetypical advertisements for financing products: “In a world that has only two nations, one is rich, the other poor.” 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. 2.We also created sustainable topic that continuously goes viral, and everyone has a story when he/she #Hope for the best#.

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.