WE LOVE TO BE ACCEPTED – UNION PAY

WE LOVE

TO BE ACCEPTED

UNION PAY

UnionPay wanted to launch and position a new brand within the Portuguese market as an alternative that would match up our competitors Visa and Mastercard. Being consistent with the brand’s spirit, we established a relation between the global acceptance of UnionPay cards in the Portuguese market and the acceptance of the diversity of the people in that same country.

WE LOVE TO BE ACCEPTED

THE

CHALLENGE

Launching and positioning a new, unknown brand into the Portuguese market as an alternative that matches up our competitors Visa and Mastercard.

THE

goal

Becoming an alternative and trusted method of payment for the Portuguese market.

our

approach

We identified that top benefit versus other payment methods: acceptance.

Unlike Visa and Mastercard, UnionPay is the most issued and accepted payment method worldwide.

In consistency with the brand’s spirit and its ‘Your Way’ global claim, we wanted to establish a global relation between the UnionPay cards in the Portuguese market and the diversity of people in that same country. The concept “We love to be accepted” stemmed from this idea. A global message that celebrates diversity, regardless of what you are like, where you are going, how you think, and the way in which you choose to live your life; we all like to be accepted and to be part of this world.

In order to convey this idea, the campaign featured all types of people. We used codes based on simplicity and chromatic strength, with messages given in a modern, positive and vital tone.