The Olympics-inspired TV campaign is DMG’s most high-profile work for the banking giant and targets the mass market across Greater China. It is designed to raise awareness of the Minsheng Banking brand by capitalizing on nationwide Olympic fever.
The movements of all the gymnasts are traced by an iridescent light that morphs them into a swirl as they spin and dismount. A Mobius strip - a strip of paper with a half-twist that joins together to form a single strip - emerges spinning onto the screen to represent infinity and finally evolves into the Minsheng Bank “S’-shaped logo.
The relevance of the Mobius strip relates to Minsheng Bank’s commitment to "Service and Dedication That Never Ends".
Cheif Creative Officer: Dan Mintz
Creative Director: Xu Wei Bing
Associate Creative Director: Weber Zhang
Group Head Creative Directors: Dannys Yin, Thomas Li
Art Directors: Ni Yuan Yuan, Erin Jiang
Account Director: Hudson Wang
Account Manager: Jennifer Jia
Media Planner: Tang Yi Fei
Agency TV producer: Andy Fu