存保拍住上 — HKDPB
A government deposit protection scheme needed to reach every Hong Konger — the child learning what money is, the worker building savings, the retiree protecting what's left. We gave it two 3D characters, a heartwarming friendship, and turned HK$500,000 of statutory protection into something people actually wanted to watch.
HKDPB had two existing mascots — 阿存 (Ah Chuen, the saver) and 阿保 (Ah Bo, the protector piggy bank) — flat 2D illustrations with no real personality. Led the complete visual overhaul: rebuilt both from the ground up as fully realised 3D characters with weight, expression, and genuine warmth.
Built a world around them — end-to-end character development, world-building, storyboarding, and a 3D animated TVC that showed them navigating life's financial obstacles side by side. Repositioned the protection scheme as a lifelong best buddy — always there, never asking for anything in return.
If people care about the characters, they remember the message. If they remember the message, they understand the protection.
A high-quality 3D animated TVC and integrated print campaign that modernised a traditional statutory body's image. The real measure of a character design isn't the launch — it's longevity. Ah Chuen and Ah Bo have remained HKDPB's visual IP for 7+ years, continuously evolving across campaigns from 2019 through 2026 on the foundation built in that first redesign.
The proof point came in October 2024, when HKDPB raised the statutory protection limit from HK$500,000 to HK$800,000 — extending coverage to over 92% of individual depositors across 148 member banks. Ah Chuen and Ah Bo carried the public communication. The visual IP didn't need to be rebuilt; it was already trusted.
