China Merchants Bank Credit Card Center: A Cat-Themed Campus Recruitment Commercial

ONCE produced this project and delivered the video presented in this case.

This creative cat recruitment TVC places “recruitment” in an imagined workplace inhabited by cats: phones, maps, offices, workstations and cats with distinct personalities are arranged into a light, playful visual world. Rather than opening with the meeting rooms and slogans of a conventional corporate film, it first uses anthropomorphic characters to create viewing interest, then embeds employer-brand messages about inclusion, collaboration and growth into the cats’ actions and captions, turning corporate culture into scenes that can be seen.

First, build a Meow Factory with personality

The opening establishes the Meow Factory’s worldview through a phone interface, pink graphics and map elements, followed by the appearance of cats of different breeds and in different poses. Baskets, tabletops, chairs, bow ties and small props are filmed as a series of product-like shots with an advertising-design sensibility, while the overall palette remains light and bright. For a campus recruitment brand video, establishing a distinctive visual language first is more effective in creating a unified film character than simply listing job information.

Replace abstract slogans with cats’ actions

The film breaks inclusion, communication, exploration and growth down into perceptible actions: cats observe, rest, collaborate or wait in space, arranged within different sets to reveal differences in personality. Maps, text and scene transitions handle the layering of information, so viewers see a series of workplace-fable-like images rather than page after page of recruitment posters. Workplace creative shorts can borrow this approach by translating abstract corporate culture into characters, props and rhythm.

Bring corporate culture into a more youthful context

Midway through, captions and voice-over continue to convey ideas such as “openness, equality and light culture,” while the cats maintain a relaxed viewing experience. White backgrounds, pink, green and lived-in sets shift continuously, creating visual memories suited to social-media distribution. The key to employer-brand advertising is not to explain every policy, but to find a set of characters and scenes that represent the organization’s character, then complete the explanation with concise information.

Extend the recruitment hero film into campus communications

This type of corporate-culture TVC can be further adapted into a campus presentation opener, recruitment-page banner, vertical social-media version and short role-focused edits. The hero film retains the cat world and brand conclusion, while shorter versions use a character, map or workplace action as the entry point. More TVC advertising film cases, brand video production, video production guides and new-product content for global expansion can also be referenced.