Cannes Lions

Mastery Campaign - Isaac Hou

INTERTREND COMMUNICATIONS, Long Beach / JPMORGAN CHASE & CO. / 2017

Film

Overview

Entries

Credits

Overview

Description

We see the extraordinary talent of Cyr Wheel artist Isaac Hou. He glides and goes into a seamless series of spins inside of a steel wheel as a mesmerized crowd watches in awe.

The event coordinator meets after his show and hands him a check. Isaac sets his wheel into a spin and proceeds to deposit the check using his mobile device, just as effortlessly as he transitions into a new move. He completes his deposit and goes right back to his still spinning wheel, and onto his next performance. Depositing a check doesn’t interrupt his flow. Through our created visual world, we achieve an incredible synergy between Isaac‘s mastery and the mastery of Chase products for everyday banking needs.

Execution

The idea behind Chase’s Master Campaign was to juxtapose the years spent mastering a craft with the ability to master Chase’s mobile app in minutes, to show that their digital banking products made life easier.

Our challenge was to find a master who connects with our affluent Chinese audience. Our insights showed us that Chinese consumers value art, so we researched, scouted, and met to discuss over 30 potential candidates every week. We scoured the internet, went out on scouting trips and our Account Director found Isaac performing on the streets of Taiwan. She was so taken away by his performance, shared his art with the rest of the team and we knew right then and there that we had found something special.

We put a complete package together to pitch him to the client, and the rest is history.

Similar Campaigns

7 items

Chase - Mastery

DROGA5, New york

Chase - Mastery

2016, JPMORGAN CHASE & CO.

(opens in a new tab)