Despite being the world’s second largest crypto exchange by trading volume, OKX still isn’t the household name it deserves to be. And in a crypto market that has quickly become saturated with challenger brands, it was time to put the OKX name in the spotlight with their first ever global brand campaign.
To kick off this long-term brand building effort with BBDO New York, part one of the brand story focuses on driving awareness and name recognition, setting up OKX as the future of finance & web3. The focus has always been investing and building the brand, intentionally and strategically.
“For this first part of the OKX story, we had a very clear and simple job to do – get people to remember their name. So, that’s exactly what we did, over and over… and over again.” says Alex Booker, executive creative director BBDO New York.
While the rest of the category has halted or minimised spending, OKX takes on this unique lull in messaging to further establish itself in customer’s minds as their new favourite crypto trading app.
The creative is filled with moments of intrigue to keep everyone, from the crypto natives to those who dabble in crypto, to those who don’t know the difference between crypto and kryptonite guessing and wanting to learn more. It’s all about building long term relationships vs one-offs.
Haider Rafique, OKX chief marketing officer says, “It’s time for crypto to go beyond the typical ‘revolution-isk’ ads and get back to the creative principals that the audience may be seeking at this stage of the industry.”
The entire thing was brought to life with one of the world’s leading visual comedy directors, Andreas Nilsson of Biscuit Filmworks. His unique ability to bring humour and stunning visuals to a spot that keeps viewers entertained and hanging onto every scene made him the perfect fit.
To further leverage existing brand partnerships and bring a broader appeal to the creative, we partnered with three high performing and beloved athletes from various fields – Man City Football Club Manager Pep Guardiola, McLaren Formula 1 driver Daniel Ricciardo, and Olympic medal winning snowboarder Scotty James. All three athletes’ audiences intersect with crypto’s audiences to bring additional relevance to the creative.
The campaign will be intersecting consumers at multiple touchpoints, with short form content, out of home billboards, and social and digital.
Client: OKX
CMO: Haider Rafique
Global Head of Brand & Partnerships: Rachel Conlan
Director of Brand Marketing: Frederica Tompkins
Senior Brand Marketing Manager: Lauren Croke
Creative Director: Christine Joos
Agency: BBDO New York
CCO BBDO Worldwide: David Lubars
CEO BBDO The Americas: St John Walshe
CCO BBDO North America: Luiz Sanches
CCO BBDO New York: Matt McDonald
Executive Creative Director: Alex Booker
Executive Creative Director: Philip Sicklinger
Senior Creative: Oswald Yvan
Freelance Creative: Ruth Bellotti
Head of Content Production: Alex Gianni
Group Executive Producer: Chance Bassett
Senior Producer: Sarah Steinberg
Senior Music Producer: Julia Millison
Producer: Victoria Wills
VP, Broadcast Business Affairs: Kathleen Bannon
VP Group Strategy Director: Zach Kula
Senior Director, EVP Head of Products & Services: Gati Curtis
Account Manager: Kendall Saunders
Assistant Account Executive: Priya Mittal
Production Company: Biscuit Filmworks
Director: Andreas Nilsson
Partner / Managing Director: Shawn Lacy
Executive Producer: Holly Vega
Producer: Peter Knowles
Head of Production: Sean Moody
Director of Photography: Lasse Frank
Production Designer: Andy Kelly
Editorial Company: Mackcut
Editor: Ian Mackenzie
Assistant Editor: Cooper McLane
Producer: Gina Pagano
Sound Design: Sam Shaffer, Marc Healy
Mixers: Sam Shaffer, Corey Baum
VFX Company: BACONX
VFX Supervisor/CD: Jonas Drehn
ACD: Ditte Marie Ludvigsen
VFX Executive Producer: Eliana Carranza-Pitcher
HoP/Senior Producer: Cilie Kragegaard
VFX Producer: Lorène Lescanne
On-Set VFX Supervisor and Lead Compositor: Mikkel Hansen
Compositors: Jacob Carlsson, Oliver Buus, Thomas Banner, RUR
CG-Lead: Thomas Haas-Christensen
CG artists: Asger Langhoff, David Ryberg Lessel, Rickard Didriksson
Colourist: Lasse Selvli
Conform: Yamit Rosenbach / Søren Knudsen
Executive producer: Clairellen Wallin
Producer: Chris Preston Barnes
Flame op: Kathleen Kirkman, Taylor Feld (versioning)
Editor: Matt Campbell (laying in subtitles)
Creative Director: Tim Smyllie
Animator: Chris Foster
Animator: Hoon Han
Design Director + Animator: Dan Degloria
Animator: Dan LoGiudice
Producer: Amber Park
Executive Producer: Joanna Fillie
Genres: Dialogue, Comedy, People
Thu, 08 Sep 2022 11:53:52 GMT
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