The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Use of Vertical Video
Annual ID
OS22_MI130M
About the Work
Since COVID, Singapore consumers’ preference for eCommerce over physical payments has grown significantly – 70% said their online payment had gone up in 2020.
However, Singapore small businesses are still heavily reliant on its physical stores – less than $2 per $100 of goods sold by local brands were transacted online, which is 92% lower than the retail average.
As a leading payment innovation brand, Visa understood that for these small businesses to thrive and grow their businesses in the new normal, going online was inevitable.
To help small business owners to understand the values of eCommerce, particularly mobile commerce, Visa needed to show the transformative impact of bringing small businesses online and provide the resources/tools they needed to do so.
We knew digital videos would be the core of this campaign but with countless branded videos in the market, how could we cut through and get the attention/actions of our audience?
While most branded videos are designed for horizontal screens, 94% of mobile usage is vertical. In fact, major social/video platforms like Facebook and YouTube have introduced a vertical video format in the past two years to provide a more intuitive content experience.
With that, instead of using an awareness-driven cinematic approach, we decided to focus on the small but highly impactful format – vertical videos that are mobile-by-design.
Introducing ‘9x16 Stores’ – a vertical videos campaign showing the limitless potential a 9x16 mobile screen can unlock when they bring their small shops online with Visa.
The video smartly uses the narrow screen to dramatise the small and cramped space of common local shops. In a second, with Visa’s support Visa, these 9x16 small shops instantly transformed into an online business with limitless growth opportunities.
We created different versions according to the most common types of shops in Singapore for Facebook and Instagram.
However, Singapore small businesses are still heavily reliant on its physical stores – less than $2 per $100 of goods sold by local brands were transacted online, which is 92% lower than the retail average.
As a leading payment innovation brand, Visa understood that for these small businesses to thrive and grow their businesses in the new normal, going online was inevitable.
To help small business owners to understand the values of eCommerce, particularly mobile commerce, Visa needed to show the transformative impact of bringing small businesses online and provide the resources/tools they needed to do so.
We knew digital videos would be the core of this campaign but with countless branded videos in the market, how could we cut through and get the attention/actions of our audience?
While most branded videos are designed for horizontal screens, 94% of mobile usage is vertical. In fact, major social/video platforms like Facebook and YouTube have introduced a vertical video format in the past two years to provide a more intuitive content experience.
With that, instead of using an awareness-driven cinematic approach, we decided to focus on the small but highly impactful format – vertical videos that are mobile-by-design.
Introducing ‘9x16 Stores’ – a vertical videos campaign showing the limitless potential a 9x16 mobile screen can unlock when they bring their small shops online with Visa.
The video smartly uses the narrow screen to dramatise the small and cramped space of common local shops. In a second, with Visa’s support Visa, these 9x16 small shops instantly transformed into an online business with limitless growth opportunities.
We created different versions according to the most common types of shops in Singapore for Facebook and Instagram.
2022 Awards
Total Points: 3
Merit
Credits
Agency
BBDO Singapore
Production Company
Pixel Post
Art Director
Zaini Abdul Latif
Copywriter
Imran Chaudhry
Chief Creative Officer
Guan Hin Tay
Creative Director
Malcolm Wee
Director
Richard Koh
Director of Photography
Nicholas Chin
Editor
Jay Lim
Executive Producer
Gerard Peter
Producer
Benjamin Lazaroo
Composition & Colourist
Jumadil Baharudin
Post Production Senior Producer
Ahmad Khalili
Post Production Supervisor
James Chew
Talent
Joe Liew
Karan Hunda
Putrina
Visual EFX
Ali Sajedi
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