Alipay+
20th Anniversary: The Treasure In Time
Year
2024
Services
OOH Advertising
Commercial
Background & Objectives
As Alipay marked its 20th year, the challenge was to distill the essence of two decades of digital evolution into a campaign that felt personal to users. The goal was to craft a narrative that not only told Alipay’s story, but also reflected the user’s own journey—creating emotional resonance through design, storytelling, and cultural memory.
Creative Insight
The visual hook was the QR code—a symbol of both Alipay and modern life in China. We created a physical installation called the "Time QR Code," built from real-life transaction objects like old receipts, U-Shields, handwritten ledgers, and Ant Forest plaques. Each cube told a piece of the Alipay story, turning everyday items into memory capsules.
Strategy & Execution
We built a physical "Time QR Code" at the Zhejiang Library. Every block held a user-contributed object, each representing a shared history. Alongside this, a warm, documentary-style film "The Treasure in Time" was produced, spotlighting everyday users instead of promoting the brand directly.
Results & Impact
Media & PR:
The campaign gained significant traction across multiple platforms
Content related to the campaign consistently trended on social media
Widely covered by mainstream and niche media including SocialBeta, 4A Creative Copywriting, Metropolis Express, Qianjiang Evening News, etc.
Recognition:
Ranked Top 2 in Xinpianchang’s Monthly Film Leaderboard (December 2024)
