HKDPB 存保拍住上

How do you explain the complex Deposit Protection Scheme (DPS) to the entire mass public—ranging from a 3-year-old child to an 80-year-old grandparent? The brand's existing flat 2D ambassadors needed a modern, expressive upgrade to break through the financial jargon and create a universal emotional connection across all age groups.

Client

Hong Kong Deposit Protection Board (HKDPB)

The Objective

Breathing 3D life into brand mascots to make banking security universally digestible for anyone from 3 to 80.

Deliverables

TVC Master KV 3D Character Redesign Social Content

Role

Junior Art Director ｜ Ogilvy HK

Year

2019 - 2020

A LIFELONG COMPANIONSHIP
存保拍住上

We positioned the statutory protection not as a dry policy, but as a protective best buddy. I led the complete visual overhaul of the brand ambassadors—Ah Chuen (阿存, representing the saver) and Ah Bo (阿保, the protector piggy bank)—upgrading them from flat 2D designs into fully realized, expressive 3D characters. The narrative focused on them overcoming life's financial obstacles side-by-side.

Directed the end-to-end 3D character development, world-building, and storyboarding. Produced a heartwarming, high-quality 3D animated TVC and an integrated print campaign. Successfully modernized a traditional statutory body's image, making the HK$500,000 protection limit highly relatable, engaging, and easy to understand for the mass public.

Next Projects

Pi-Shampoo Campaign

Pitanium

Pi-Shampoo Campaign

Pitanium

Ngong Ping 360 Video Series

Ngong Ping 360

eMPF Platform Launch

MPFA