MPass is a public transport travel app.
Its purpose is to make traveling fast, easy, and convenient.
How do we get people to travel with their phones?
Intuitive connections are the fastest way to connect with people. We decided to use ゆるキャラ / Yuru-chara - a Japanese term for a category of mascots created to promote a place, event, or business. Yuru-charas shorten the distance between the brand and the consumer. They balance the technological nature of the product and the human heart that needs emotion and connection. They are excellent teachers and improve the level of memorability.
The characters started in explainer videos, demos, hundreds of social media posts, stickers, and merchandise.
Advertising Agency: Graffiti BBDO Sofia
Character & Graphic Design/Animation: Maria Donchevska
Copywriter & Creative Director: Lubomir Panayotov
Client: M-Pass
Character & Graphic Design/Animation: Maria Donchevska
Copywriter & Creative Director: Lubomir Panayotov
Client: M-Pass
