The campaign is part of the global rollout of the Western Union yes! brand, which launched last February.
Moose has created nearly 200 illustrations and murals in 68 sites throughout the capital where migrant workers live, using his signature “reverse graffiti” - a technique he created that uses collected rainwater to wash away dirt and pollution. His signature “yes” graffiti is etched out of the city’s surface grime, creating a clean space.
Moose has created nearly 200 illustrations and murals in 68 sites throughout the capital where migrant workers live, using his signature “reverse graffiti” - a technique he created that uses collected rainwater to wash away dirt and pollution. His signature “yes” graffiti is etched out of the city’s surface grime, creating a clean space.
“Moose looks at something - in his case, a dirty wall or building - and finds a way to make it better,” Gail Galuppo, executive vice-president and chief marketing officer, Western Union said. “We find this a metaphor for how our customers live their lives - they may be separated from their families for long periods as they seek better opportunities, but they make the best of it. The yes! campaign reflects their positivity and can-do spirit.”
“This street art campaign has a sort of naivety which is quite different to what Western Union has been doing, as it hope to take a bold step breaking out from the rest of what the category is doing. We want to create brand affinity, put smile on peoples’ faces and make them look at the Western Union brand in different ways. It’s right in the heart of where they live, and not just pushing typical brand information at them,” said Sue McCusker, GM of Publicis Hong Kong.
