This quirky webcomic targets the younger age profile of Instagram and at the same time uses the sense of ownership to attract and encourage participation.

The story centers around 3 passionate friends trying to get out of a concrete jungle and end up giving the city a new lease of life by promoting community spirit.

The main draw of this webcomic is that it is reader-driven: the viewer decides what happens next in the episode, simply by liking or following PAssion Card’s Facebook or Instagram account and leaving a comment. The most interesting comment will be featured and drawn as part of the story.

The proposal of this Web-Comic helped the agency win the pitch in having PAssion Card as a retainer account for the following two years.