SINGAPORE — Driven by its belief that cryptocurrency should be for everyone, not just finance or tech geniuses, crypto wealth management company Cabital worked closely with TBWA\Singapore to build a distinct creative platform that would set them apart from the complexities that have come to characterize the crypto world.
With a brand strategy of putting common sense into Crypto, the agency created the first piece of work off the new tagline ‘Crypto. Without the crazy’.
Said Asheen Naidu, Global Creative Director, TBWA\Singapore: “It’s always great creating a brand from the ground up, and with brave clients like Cabital, we had a lot of fun bringing true disruption to the crypto category.”
Said Raymond Hsu, CEO, Cabital: “Both the work and message is simply, no B.S. It calls out our core belief that cryptocurrency is easy and fun and that anyone stands to benefit from it.”
Lizzy Bailey of 13&CO Australia directed the spot, bringing impeccable comedic timing to the film.
The main hero is a magnificent bull – a picture of strength and masculinity – that’s reminiscent of the one that guards Wall Street. Audiences are romanced by a serene, calming voice-over before having the rug pulled out from under them with an unexpected surprise at the end.
The campaign launches in EU markets across social platforms this month.