With our future becoming more and more connected, digitally interfaced, and currency shifting into a more decentralized model, it’s undeniable now more than ever that the thing stopping us from innovation is our own hesitation. The hesitation that makes us waffle over every move being the correct one, shifting uneasily about whether every chance we take is the most secure, questioning if each play we make will result in success.
It’s that barrier of hesitation that is the backbone for the global launch campaign for Crypto.com. Recognizing that hesitation is the largest barrier between a person’s investment in cryptocurrency allowed us to tap into the human truth of “to do or not to do.”
Our solve: take this as an opportunity to reflect on the storied moments of the past (and new visions of our future) where hesitation, or rather the lack of, led to moments of achievement, innovation, and discovery. This compare and contrast birthed a story that served to ask the audience who they want to be and what they want to accomplish…after all Fortune Favors the Brave.
MEDIA 360 Launch Campaign / Content / OOH / Social
ROLE Group Creative Director - Freelance
AGENCY Pereira O'dell
We began to build out a cinematic story of inaction and action with Matt Damon as our guide at the helm to bring our audience along for the ride, hiding crypto-cultural eastern eggs throughout that would pay respect to the community that has so fervently built up the rise of r/crypto. Partnering with The Mill for all VFX needs and Wally Pfister in the director’s chair, we crafted a rich landscape that rivaled most of Mr. Damon’s cinematic features.
As a sustaining social barrage to support our larger campaign, we broke out the individual vignettes from our larger campaign spot as standalone mico-narratives that kept the Fortune Favors the Brave spirit alive and in front of audiences across the globe.
With a series of spectacular OOH and dynamic print placements spanning 17 countries to support our commercial distribution, our campaign came to life. Hiding in plain sight in urban centers and high traffic areas and dropped in-cinema between blockbuster movie trailers at every locale, this campaign launch became a massive display of presence that challenged our audience to take the plunge into bravery and commit to the nearing crypto future.
Our tagline was tailored for our global audience across all media in US english, International english, and Portuguese in dialects specific to Brazil and Portugal