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 on going 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 below, visit makemoves.com on your mobile phone or tablet.

Results

- 88% view through rate

- 1st interactive mobile video to dynamically edit content by device orientation

- 24% Increase in positive sentiment on Facebook

- 27MM Total Reach

AWARDS

- 21st Annual Webby Awards Winner for Best Use of Video or Moving Image

- 21st Annual Webby Awards Honoree for Online Guerrilla & Innovation

- 21st Annual Webby Awards Nominee for The Webby for Good

- 21st Annual Webby Awards Nominee for Best User Experience

- 2017 NYF Advertising 3rd Prize for Best Use of Media: Film

- 2017 NYF Advertising 2nd Prize for Interactive Best Use of Media: Film

- 2017 Davey Award Best in Show for Mobile Innovative / Experimental App

- 2017 Davey Award Gold  for Best Mobile User Experience

- 2017 Davey Award Silver for Mobile Marketing Activism

- 2017 Davey Award Silver for Best Mobile User Interface

- 2017 Davey Award Silver for Online Film / Public Service and Activism

- 2017 Davey Award Silver for Copywriting

- 2017 Davey Award Silver for Social Features Innovation in Mobile

- 2017 One Show Merit Award for Innovation in UX/UI

- 2017 One Show Merit Award for Mobile/Use of Technology

- 2017 Shorty Awards Finalist for Creative Use Of Technology

- 2017 SXSW Interactive Innovation Awards Finalist for Visual Media Experience

- 2017 AICP Shortlist for Next Mobile