Whatever Taipei once again created the annual digital brand campaign for Cathay Tree Points. Building on the brand platform "Make Life Sparkle," the 2026 campaign expanded its core message — moving beyond product redemptions and airline miles to include in-store spending credits at exclusive retail partners, strengthening the brand's position as a points program that works everywhere.

We distilled the breadth of the redemption experience into a visual magic trick: with a sharp, rapid-fire rhythm, a phone instantly transforms into food, plane tickets, a grocery basket, and more — each swap a direct, memorable demonstration of what Cathay Tree Points can do.

We invited professional Go player and entertainer Joanne Missingham to take the lead, bringing a sense of calculated shrewdness, smart use of points, and intellectual elegance that gives life to an aspirational points-driven lifestyle.

CLIENT

Cathay United Bank 

AGENCY

Whatever

TYPE

Integrated