Hong Kong – PrimeCredit has teamed up with creative agency SO DON’T BORE on a campaign that swaps familiar travel advertising tropes for an extraterrestrial twist, promoting its WeWa Card travel rebates through a fully realised “alien-language” campaign.
Rather than relying on celebrity endorsements or conventional holiday imagery, the campaign imagines that the WeWa Card’s travel benefits are so compelling that even extraterrestrials would travel to Earth to take advantage of them.
The work was created by Hong Kong-based independent creative agency SO DON’T BORE for PrimeCredit’s WeWa Card, highlighting the card’s worldwide travel rebate offering while encouraging audiences to engage with the campaign across multiple touchpoints.
At the centre of the campaign is a dual-track execution comprising two versions of the same campaign film.
Alongside a standard Cantonese version, audiences on YouTube are also served a fully voiced and subtitled version presented entirely in a fictional alien language, designed as a digital easter egg to surprise viewers.
The concept extends beyond digital into out-of-home advertising across major transit stations in Hong Kong.
Side-by-side pillar displays feature the standard campaign creative alongside an identical version rendered entirely in alien glyphs, encouraging commuters to take a second look while reinforcing the campaign’s playful premise.
According to the agency, the campaign was developed to challenge conventions within the financial services category by approaching credit card advertising through humour and unexpected storytelling.
