"Yes!" is the answer to all questions
Publicis Hong Kong is launching a global campaign for Western Union.
Even Western Union is jumping on the optimism bandwagon in these times of economic crisis—the same one that Barack Obama used to launch his successful campaign. The global advertising agency Publicis Hong Kong has developed the money transfer company’s first global campaign. It is designed to radiate optimism and positive thinking. The message, aptly titled «Yes!», captures this perfectly.
In addition to various advertising campaigns, an eye-catching TV commercial was created: In a wide variety of locations around the world, the letters Y, E, and S fly through the air—large and three-dimensional, they dance through the air like balloons, their appearance as light and fluffy as an appetizer pastry. The dancing elements eventually come together above the rooftops of a city to form «Yes!».
Among the creative minds behind the campaign are film director Antoine Bardou-Jacquet, photojournalist Steve McCurry, and typographer David Carson. The music for the TV commercial was composed by Moroccan musician Hindi Zahra. The campaign’s imagery was captured in locations including Morocco, Singapore, Los Angeles, and Cape Town.
The commercial is aimed at approximately 200 million people living outside their home countries. With this campaign, the money transfer company aims to position itself as a service provider that enables people around the world to maintain connections across the globe. The brand communication was designed for more than 200 countries where Western Union operates and has been translated into over 40 different languages. The campaign includes robust multichannel elements intended to «expand and align» the brand communication across the more than 200 participating countries, as Publicis explains. Other elements of the campaign include a dedicated microsite designed to foster online engagement with consumers. POS materials are available at 320,000 service counters. These are complemented by street art and viral techniques, such as a ’making-of« video for the commercial on YouTube under »Western Union Yes.”.
For the first time in its 150-year history, Western Union is launching a comprehensive global branding campaign based on this concept. According to estimates, nearly 400 billion USD are now sent around the world via Western Union each year.
In addition to various advertising campaigns, an eye-catching TV commercial was created: In a wide variety of locations around the world, the letters Y, E, and S fly through the air—large and three-dimensional, they dance through the air like balloons, their appearance as light and fluffy as an appetizer pastry. The dancing elements eventually come together above the rooftops of a city to form «Yes!».
Among the creative minds behind the campaign are film director Antoine Bardou-Jacquet, photojournalist Steve McCurry, and typographer David Carson. The music for the TV commercial was composed by Moroccan musician Hindi Zahra. The campaign’s imagery was captured in locations including Morocco, Singapore, Los Angeles, and Cape Town.
The commercial is aimed at approximately 200 million people living outside their home countries. With this campaign, the money transfer company aims to position itself as a service provider that enables people around the world to maintain connections across the globe. The brand communication was designed for more than 200 countries where Western Union operates and has been translated into over 40 different languages. The campaign includes robust multichannel elements intended to «expand and align» the brand communication across the more than 200 participating countries, as Publicis explains. Other elements of the campaign include a dedicated microsite designed to foster online engagement with consumers. POS materials are available at 320,000 service counters. These are complemented by street art and viral techniques, such as a ’making-of« video for the commercial on YouTube under »Western Union Yes.”.
For the first time in its 150-year history, Western Union is launching a comprehensive global branding campaign based on this concept. According to estimates, nearly 400 billion USD are now sent around the world via Western Union each year.
Isabel Imper
