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A Gifting State of Mind by Western Union

Goals & Challenges

In 2018, Western Union asked us to create a brand awareness campaign to capture the interest of 20 to 40-year-olds for the winter holiday season. They had been struggling to attract this demographic for years, as their brand had become associated with older generations and outdated products.

The major challenge for this project was that the client was unable to provide us with information about their latest technologies and products, which were crucial to attracting young users. We had to find a very different approach to lifting the brand.

Solutions & Outcomes

After several brainstorming sessions, we focused on connecting users with the core business' mission, 'Helping build communities, grow economies, and realize a better world.' 

Since the campaign was for the winter holiday season, we used gifting as a core concept to tell stories. We used a fun interactive quiz to inform users about human behavior and the history of gifting as a way of connecting people around the world, mirroring the company mission. To bring a rich interactive experience with a limited budget, we used an animation style inspired by classic, stop-motion technique. 

With help from the social media marketing team, we were able to spread the story widely in the Americas, gaining increased social interaction on Instagram and Twitter, which are popular among the user group.* 

team

Western Union + MullenLowe Profero

our contribution
  • Creative direction

  • Storytelling​

  • Content marketing

  • Illustration

  • Interactive animation​

  • UX/UI and visual design​

* As this was a small project, measurement of social media spread and other data analysis was not in the budget.

WU_Gifting_Brain_type_animation.gif
Interactive Animations for a Small-Scale Project

After researching, we decided to create a simple interactive animation inspired by stop-motion animation and we designed custom icons to make a premium site without a big budget. This was possible by having extremely talented designers on our team.

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