Works — Dan Ouyang

Strategy: Selected Projects

Mastercard: HolidAy 2025

BRIEF: Create tailwinds for small businesses in Canada to drive greater spend during the critical holiday season.

WORKSTREAMS:
Brand strategy
Activation
Social Content

PROBLEM: People say they want to shop small but when push comes to shove during the holiday season - big wins out nearly every time.

INSIGHT: Culture creates moments.
The category is focused on giving discounts and incentives to sway consumers to shop small - we wanted to change the playing field entirely. If big businesses have the price and convenience advantage, we were going to small businesses the culture advantage so that they can attract customers on their own terms.

CREATIVE:

What is more culturally relevant during the holidays than a holiday tale? We Reinvented the holiday shopping with a first-of-its-kind immersive experience in Fort Langley, B.C., transforming the town’s small businesses into a living storybook.

Rooted in Cranberry & Crumm, an original holiday tale, the activation turns shopping into an interactive adventure, where each store becomes a chapter in the story. By merging commerce with storytelling, we didn’t just get people to support small businesses, we redefined how they experience them.

Mastercard: Copa America

BRIEF: Create global campaign to kick off Copa America 2024 featuring their ambassador Lionel Messi as well as an activation for North America that highlights Mastercard’s support of small business owners.

WORKSTREAMS:
Brand strategy
Activation
Multicultural
Social Content

PROBLEM: Football is positioned as “just a game” - 90 minutes that lives in the world of entertainment vs. the “real world. ”

INSIGHT: We’re at our most generous when we’re at our most passionate.

The same passion people express in the game can bring them together to make IRL impact.

We kicked off globally with our hero spot “Giving Back.” We supported the story with social content to drive further engagement from the fans.

We followed up in North America with our activation “Bring in the Subs” was based on the insight that during the biggest games, small business owners usually are working.

We brought in Cristo Fernández and Héctor Herrera to “sub in” for small business owners from Mariscos Playa Hermosa so they could finally catch a game at the Copa America.

Mastercard: McLaren Sponsorship

BRIEF: Identify the whitespace within Mastercard’s new McLaren partnership to drive differentiation in a sport where logos compete more fiercely than the drivers

WORKSTREAMS:
Positioning Strategy
Launch Creative
Social Content

INSIGHT: F1 may just be the biggest global sport followed in the most individual way there is.

WHITESPACE: From Fan-first to FANDOM first.

The entire category was paying lip service to being “for the fans,” but that meant private events and one off give aways. Priceless happens when Mastercard fuels the connective tissue between McLaren fans and bring them closer to the sport and one another.

NEW WORK TO COME 2025 SEASON

ChICK FIL-A:  CODE MOO

BRIEF: Drive CFA’s app downloads and usage.

WORKSTREAMS:
Brand strategy
Comms Strategy
Social Content
Game

PROBLEM: Let’s be honest, no one is jumping up and down with excitement to download another app.

INSIGHT: Cow love overcomes tech hesitance.
People will follow our cows anywhere - even to an app.

Introducing Code Moo - an in-app game that put the fate of our cows right in the fans’ hands.

Summer 2024 TVC

OSMO PITCH

CULTURAL CONTEXT:
Post-pandemic, parents were more worried than ever about kids falling behind. The edu-tech market exploded with competitors rushing to make parents more proficient teachers and kids better learners. All with the promise of “fun.”

WORKSTREAMS:
Brand Strategy
Qualitative Research
Comms Strategy
Influencer Programming

PROBLEM:
All too often, doing schoolwork is associated with fights, frustration and tears. It was a task parents and kids alike loathed to do.

INSIGHT:
We do our best learning through play.
We leaned into the tactile nature of Osmo and used the invitation to play to set them apart from a category that positioned learning time in opposition to playtime.

TJMAXX PITCH

THE BRIEF:
Create a new creative platform that helps TJMaxx land in culture and in the closets of women everywhere.

WORKSTREAMS:
Brand Strategy
Sustainability POV

PROBLEM:
Buying has become so easy the joy of shopping has diminished.

INSIGHT:
Women are seeking external multipliers for their inner creativity.

We made TJ Maxx more than just a discount bazaar but a playground for self expression.

Mastercard Small Business AI

THE BRIEF:
Help Mastercard position its new AI tool aimed at helping small business that drives awareness and attribution to priceless.

WORKSTREAMS:
Competitive landscape audit
Strategic Positioning
PR Brief

PROBLEM:
Precious information and tools small businesses need are out there but currently trapped within individuals or obscured behind irrelevant information.

INSIGHT:
Reliable information is often the rarest currency in small business.