Visa RushCard

#ChangePerspective

RushCard pushes the boundaries of tech and tolerance

Challenge

Mobile video has exposed a decades old problem of police violence. Visa Rushcard, with a brand promise to always be there for its community wanted to address this tragic, yet ongoing issue.

Solution

Based on the typical user experience of turning a phone to get a better perspective, we created the first interactive film triggered by device orientation. Then, we combined our technology with creative grounded in the authenticity of spoken word, and redefined storytelling as a mobile experience.

In this mobile first campaign, all shot on an iPhone by renowned documentary filmmaker, Gillian Laub, spoken word poetry is used to tell a powerful story about perception, via a series of films that hit on cultural and social issues. To make the experience seamless we developed a mobile video platform that could dynamically edit two videos simultaneously. We then scaled the technology to work across all mobile devices, cellular networks, and wifi strengths, reaching a national optimization level. The entire UX was intuitive and invisible – no buttons, no app download, just a simple turn of the phone.

To watch the films, visit makemoves.com on your mobile phone or tablet.

Case Study

Demo Video

Results

  • 27MM

    Reach

  • 24%

    Increase in positive sentiment

  • 88%

    Record view through rate

Awards & Accolades

  • Winner - Best Use of Video or Moving Image
    Honoree - Online Guerrilla & Innovation
    Nominee - The Webby for Good
    Nominee - Best User Experience

  • 2nd Prize - Interactive Best Use of Media: Film
    3rd Prize - Best Use of Media: Film

  • Merit Award - Innovation in UX/UI
    Merit Award - Mobile/Use of Technology

  • BIS - Mobile Apps / Sites Innovative/Experimental -
    Gold -Mobile Features Best User Experience
    Silver -Mobile Marketing Activism
    Silver -Mobile Features Best User Interface
    Silver -Online Film / Video Public Service and Activism
    Silver -Specialty Categories Copywriting
    Silver -Social Features Innovation for Mobile

  • Finalist - Creative Use Of Technology

  • Finalist - Visual Media Experience

  • Shortlist - Next Mobile

Press

  • RushCard pushes the boundaries of tech and tolerance

  • RushCard Introduces Mobile Series Addressing Racial Profiling

  • Cinematic Tech Shifts The Story As You Change Your Perspective