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On set for the 2C2P Power the Leap brand campaign shoot← All work
Ant Group x 2C2PBefore and after the acquisition

We were there before Ant International. Then we built what came next.

First, we grew 2C2P’s LinkedIn from 15K to 55K+ followers, all organic, with content grounded in how payments work across the region. When 2C2P joined Ant International, we created its new identity and brought it to life in the Power the Leap brand campaign.

Before the acquisition, we grew 2C2P's LinkedIn from 15K to 55K+, all organic, with content grounded in the payments landscape. After it joined Ant International, we created its new identity.

01

Before: organic growth on LinkedIn

Content strategy and social tiles, before the rebrand

The challenge

2C2P had a LinkedIn page, but the posts looked and sounded like everyone else in payments, and the community wasn’t growing.

What we did

We rebuilt the content strategy around what merchants care about, drawing on our understanding of the payments landscape, designed the social tiles and told stories from 2C2P’s own people and partners. The growth was all organic.

LinkedIn followers
15K
From 15K to 55K+, all organic.
Pre-acquisition 2C2P LinkedIn post: Alpine Properties EV chargingPre-acquisition 2C2P LinkedIn post: secure payment linksPre-acquisition 2C2P LinkedIn post: B2B solutions for SMEsPre-acquisition 2C2P LinkedIn post: cross-border QR payments
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
Pre-acquisition 2C2P LinkedIn tile
02

2C2P joins
Ant International.

A new owner, a new chapter, and a brand that needed to show it.

On stage under the new 2C2P by Antom logo at the 2C2P NEXT press conference
2C2P NEXT press conference, Bangkok
03

After: a new identity under Ant International

Power the Leap with Antom: the brand campaign shoot

The brief

A new chapter under Ant International meant the brand needed to feel new without losing what people already knew.

What we did

We created 2C2P’s new identity, with a new tagline and a distinctive visual mnemonic, then planned and shot the Power the Leap brand campaign on location.

2C2P logo transition
Logo transition: from 2C2P to 2C2P by Antom
Power the Leap with Antom: 2C2P brand video
From the brand video
Cast and crew on set
Cast and crew
Frame from the campaign video
From the campaign video
Final frame: paying with a phone
Final frame
The living-room set
The set
Crew setting up the scene
Setting up
On-set workstation
Behind the monitor
Frame from the campaign video
From the campaign video

Planned frame by frame, then shot on location.

Storyboard
Power the Leap storyboard
On screenPower the Leap title frame

On set, behind the scenes

Behind-the-scenes from the shoot, alongside frames from the campaign video.

Power the Leap production behind the scenes
BTS film
Power the Leap client behind the scenes
Client BTS
Frame from the campaign videoCampaign video
Prep between takesBTS
Camera and monitor villageBTS
Moving shot on setBTS
Talent on setBTS
Frame from the campaign videoCampaign video
Blocking the sceneBTS
Crew between set-upsBTS
Checking the frameBTS
Crew and castBTS
Frame from the campaign videoCampaign video
Exterior set-upBTS
Car-park set-upBTS
Tuk-tuk sceneBTS
2C2P by Antom key visual

The rebrand on social

Each pre-acquisition tile flips to the new 2C2P by Antom look as it scrolls into view. Tap or hover to flip back.

Pre-acquisition 2C2P LinkedIn tileOld
New-identity 2C2P by Antom LinkedIn tileNew identity
Pre-acquisition 2C2P LinkedIn tileOld
New-identity 2C2P by Antom LinkedIn tileNew identity
Pre-acquisition 2C2P LinkedIn tileOld
New-identity 2C2P by Antom LinkedIn tileNew identity
Pre-acquisition 2C2P LinkedIn tileOld
New-identity 2C2P by Antom LinkedIn tileNew identity
Pre-acquisition 2C2P LinkedIn tileOld
New-identity 2C2P by Antom LinkedIn tileNew identity
Pre-acquisition 2C2P LinkedIn tileOld
New-identity 2C2P by Antom LinkedIn tileNew identity
Pre-acquisition 2C2P LinkedIn tileOld
New-identity 2C2P by Antom LinkedIn tileNew identity
2C2P by Antom lockup

Pairs are shown side by side for comparison and aren’t necessarily the same post.

New identity in the feed

The arrow motif from the new identity, carried across 2C2P’s LinkedIn.

New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile
New-identity 2C2P by Antom LinkedIn tile

Results

Trusted before and after the acquisition.

15K → 55K+LinkedIn followers, all organic
New identityCreated for 2C2P under Ant International