is an app developed by the Ministry of Foreign Affairs of the Republic of Lithuania, designed to inform Lithuanian citizens about current safety conditions, arrival and stay regulations abroad, and other consular information for travelers. Ministry of Foreign Affairs representatives approached us to create a series of video ads aimed at convincing people about to travel from Lithuania to download this free app. The main challenge was condensing all the necessary information into three 10-second videos to effectively encourage app downloads, despite having no existing content assets.
CHALLENGE
ACTIONS
Before creating the three animated videos, we worked with representatives to clarify the main scenarios in which travelers might need help or information while preparing for or traveling abroad. Lost documents, political, military, or natural unrest, unclear arrival procedures such as visas—these became the starting point for translating short ad narratives into questions a person might ask themselves in an unexpected situation (e.g., “What should I do if I lose my passport?”).
This principle guided both the script structure and shot composition, as well as the necessary visual elements. Additionally, given the short 10-second duration of each ad, we anticipated that travelers might not have time to pull out their phone and download the app. To address this, we simplified the QR code scanning process. All three videos were created with different messages (each reflecting a different traveler’s question) but maintained the same shot layout—the download QR code was always displayed in the same position on the screen and was identical across all three videos.
RESULTS
We produced three videos with a consistent visual layout, each communicating to travelers with different motivations. Each video was adapted for various screen sizes within airport infrastructure, ensuring high repetition, maximum visibility of the download QR code, and strong app brand recognition. Following the launch of airport screenings, app downloads increased significantly, helping Lithuanian citizens travel more safely and stay better informed.