For the BTC City Gift Card, we developed an integrated advertising campaign starring a goldfish – a witty ambassador that challenges the idea of gift cards as “impersonal” gifts and proves they can fulfil almost any wish.
Throughout the campaign, the goldfish appears with different accessories that represent interests, lifestyles, and occasions – from fashion, sports, gastronomy, technology, and sustainability to celebrations and special moments. The concept also allows for easy seasonal adaptations, from the December holidays to Valentine’s Day and other shopping occasions.
With a message of unlimited choice across more than 270 providers, and a humorous take on different wishes and lifestyles, the goldfish swims through TV commercials, zips across radio, moves on social media, and connects the entire campaign into a recognisable communication system.
