When mobile payment was still in its infancy, a joint venture led by the three big phone companies launched a service called Softcard, which let people pay for stuff with their phone. The group hired C+K to educate consumers and help make ‘tap to pay’ a mainstream behavior. So we created a quirky campaign that was hard not to talk about. The campaign brought Softcard national attention, and the interest of the world’s biggest tech player, which purchased the brand and turned it into Google Pay.