Background
Our campaign objectives were to use the Chinese New Year (CNY) holiday occasion to raise awareness of the Visa brand and promote the use of Visa during outbound travel by creating an emotional connection with young Chinese travelers.
Chinese New Year (CNY) is the most important holiday on the Chinese calendar. While there are many traditions associated with this holiday, the reunion of families is the most important.  Before CNY, brands released advertisements showing warm reunions that focused on the younger generation dutifully returning home to spend time with their parents. 
However, these idealized reunions often ignore the generational conflicts that may have arisen over time; the young Chinese have become savvy world travelers, international and outward-looking, while their parents have been left behind and bound to China’s insular past. 

Idea
Visa’s campaign proposed outbound travel as a way for audiences to celebrate CNY and mend differences between generations through common, shared experiences. 
We created a video about a young woman who comes home for Chinese New Year (CNY) and finds that while she is reunited with her family physically, there are still fundamental differences between them. Like many young Chinese of her generation, she is a worldly, international traveler, while her parents have never left China.
In the end, she realizes that the best way for them to bridge their differences is to go abroad together.
In this way, Visa was able to turn the CNY tradition of reunion into an invitation to travel abroad, all while strengthening the concept of family that defines the holiday.
The greatest outlet for their frustrations is often social media. We seeded our primary video content on WeChat Moments to create initial buzz, then pushed our content further on Weibo, while also targeting media cooperation with travel-related channels. Our posts also included links to Qyer.com, a popular travel site/app, where consumers could find relevant, Visa-branded CNY outbound travel itineraries.

Result
Within one week, we achieved:
35+ million impressions 
2+ million video views 
50K+ retweets 

Background
Our campaign objectives were to use the Chinese New Year (CNY) holiday occasion to raise awareness of the Visa brand and promote the use of Visa during outbound travel by creating an emotional connection with young Chinese travelers.
Chinese New Year (CNY) is the most important holiday on the Chinese calendar. While there are many traditions associated with this holiday, the reunion of families is the most important.  Before CNY, brands released advertisements showing warm reunions that focused on the younger generation dutifully returning home to spend time with their parents. 
However, these idealized reunions often ignore the generational conflicts that may have arisen over time; the young Chinese have become savvy world travelers, international and outward-looking, while their parents have been left behind and bound to China’s insular past. 

Idea
Visa’s campaign proposed outbound travel as a way for audiences to celebrate CNY and mend differences between generations through common, shared experiences. 
We created a video about a young woman who comes home for Chinese New Year (CNY) and finds that while she is reunited with her family physically, there are still fundamental differences between them. Like many young Chinese of her generation, she is a worldly, international traveler, while her parents have never left China.
In the end, she realizes that the best way for them to bridge their differences is to go abroad together.
In this way, Visa was able to turn the CNY tradition of reunion into an invitation to travel abroad, all while strengthening the concept of family that defines the holiday.
The greatest outlet for their frustrations is often social media. We seeded our primary video content on WeChat Moments to create initial buzz, then pushed our content further on Weibo, while also targeting media cooperation with travel-related channels. Our posts also included links to Qyer.com, a popular travel site/app, where consumers could find relevant, Visa-branded CNY outbound travel itineraries.

Result
Within one week, we achieved:
35+ million impressions 
2+ million video views 
50K+ retweets