The company’s first-ever brand campaign tackles crypto skepticism, spotlighting crypto as a solution to global business challenges
Leading provider of crypto enterprise solutions Ripple partnered with global creative company Iris Worldwide to develop its latest campaign and further showcase its crypto business solutions. The global campaign, called “Crypto Means Business,” launched today in New York City, London, Dubai, Singapore and Sao Paulo, with a media plan that includes out of home—specifically subway station takeovers of these financial hubs—as well as print, digital, social and CTV. Crypto and blockchain have the potential to impact the movement of value around the world and this campaign underscores that crypto is the solution to many of the world’s most pressing business challenges particularly where moving money is slow, expensive and unreliable.
“Crypto and blockchain technologies can solve problems that have plagued our existing financial system for decades. This campaign shines a spotlight on how business and finance sectors can use these technologies to help scale their business, lower capital requirements and drive new revenue streams,” said Brian Birtwistle, SVP of Marketing, Ripple. “With that in mind, ‘crypto means business’ speaks for itself.”
Iris collaborated with the up-and-coming NFT and Web3 artist Balkan Karismann to develop the campaign’s artwork, which will be shown in static and digital settings with animation that shows city skylines being transformed from the ground up, as a metaphor for the sort of transformation that crypto solutions can drive. The campaign also includes a 30-second spot directed by Warren Fu. The ad intentionally dramatizes the fact that at times it can feel as though you’re making progress when in reality you’re standing still, serving as a metaphor for the status quo and urging action on the part of financial leaders globally.
“As the agency which proved the correlation between participation and business performance, we’re honored to support Ripple’s aims to shift the conversation around crypto into something which is forward-focused—as much for the industry, as for our world,” said Oli Bealby, Managing Director at Iris San Francisco. “I’m thrilled to say that this bold, impactful campaign does exactly that while showcasing the potential of crypto in a distinctive, purposeful way.”
The OOH component will run through December 16 and includes strategic placements in New York City’s Financial District stations including Wall Street and Fulton Street, as well as Canary Wharf in London. Ads will also run in print in several of the main business publications associated with these global hubs, and the digital campaign will include connected TV and online, as well as social video and display. Media was planned and booked through Iris’ sister agency McKinney, which is also part of the Cheil Connec+ global network.
Creative Directors: Matt Gray, Danielle Cameron
Copy: Emily Beeler
Art: Sharmini Subramaniam
Design: Stephanie Potter Corwin
Strategy: Ric Marshall Nicholls, Kate Maloney, Natalie Bunting
Account: Matt Jamieson
Producer: Nadia Black