Works — Dan Ouyang

Strategy: Selected Projects

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: People’s love of football can move them to larger generosity.

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.

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: 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 the category.

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.

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:
A consistent advisor acts as both a bridge and a safety net for small buisness owners.