Visa creates branded entertainment series ‘Urban Survivalist’ featuring Crazy Rich Asians’ Ronny Chieng

Visa has created ‘Urban Survivalist’, a branded entertainment series which features comedian and Crazy Rich Asians’ star Ronny Chieng.

Created in collaboration with Clemenger BBDO Sydney and Colenso BBDO, the satirical series puts one celebrity contestant in a foreign city with no wallet and challenges him to find his own food and clothes.

Over the course of the three episodes, it becomes apart that Chieng doesn’t have to “survive” in a foreign city as he has his mobile phone, which he uses to make purchases.

The campaign is running across TV, cinema and on social media.

The second episode of ‘Urban Survivalist’ features Chieng as he is challenged to “find clothing”, instead he manages to buy a suit using Visa pay-wave on his phone.

Meanwhile the third episode shows the producers trying to find Chieng after he has escaped from the ‘filming’ of the reality TV series. During his escape he helps a mother with a crying baby and suggests she gets Visa on her mobile.

Jac Phillips, head of marketing at Visa in Australia, New Zealand and South Pacific, said in a statement: “The purpose of this campaign is to build awareness about the convenience, acceptance and security of Visa mobile payments.

“By entertaining our audience at the same time as educating them on the benefits of paying with Visa on your mobile phone, we believe we’ll get the cut through we need.

“So, we’ve put humour at the heart of our approach. Data tells us humour is a key driver in generating brand fame and driving effectiveness, and at Visa we are good at having fun.”


  • Client: Visa ANZ
  • Creative agency: Colenso BBDO and Clemenger BBDO Sydney

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