Alipay moves to ease security concerns

Despite its dominant position in the China market, Alibaba’s online payment system Alipay is hoping to ease the concerns of international users via a campaign designed to promote its safety and international image.

The TVC aims to capture Alipay’s ambition to become a global player and Adams Fan, executive creative director at DDB Shanghai, the agency behind the work, described the TVC as a show of the company's social and cultural values.

“Topics concerning human nature are magnificent and significant. Talking about safety from a human and philosophical perspective, manifests Alipay’s vision and mission and aligns with DDB’s ‘People First’ culture.”

Agency: DDB Shanghai
Executive creative director: Adams Fan
Associate creative director: Lian Xin
Film director: Holo