WRONG Digital · own campaign · 2025
A Latvian New Year luck charm, rebuilt as an Apple Wallet pass. Free, personalised, 2,500+ downloaded.
Latvians keep a carp scale in their wallet over New Year so the money stays. The tradition is widely known and quietly disappearing, because the wallet it needs is not in anyone's pocket any more.
The interesting part was not digitising the tradition, but putting it in the one digital place where the joke still works. You put your name on a scale and it lands next to your bank cards. No app to install, no entry form, nothing to win.
01
The photographs were shot in our own office on a working evening, with the people who made the campaign. The fish is AI-generated and composited in. AI was not the idea or the campaign; it was simply the quickest production answer to one very specific problem: finding a carp absurd enough to make the picture work.
02
An Apple Wallet pass rather than a wallpaper or a filter. It sits in the stack with the bank cards and turns up every time the phone comes out to pay.
03
The site is a generator. Type a name, pick gold, pink or silver, add to Wallet. The pass redraws as you type, so you see it before you take it.
04
The scale moved through WhatsApp, Messenger and Telegram, person to person, not through a feed. Every download became its own post: screenshots, Stories, phones held up at New Year's tables.
No media budget, one evening of photography, and a scale in a few thousand wallets. StarFM's technology segment picked it up unprompted, for using a digital wallet as a cultural channel rather than a payment one.