FTX | dentsu
F T X
In the summer of 2021, FTX was expanding rapidly with high profile investors and a founder who was working with Congress to regulate the market.
Crypto seemed like the future of finance and FTX wanted to be the iconic brand that makes crypto safe for all. So they enlisted the help of two icons (and investors in the company), Tom Brady and Gisele Bündchen. The commercial aired in the first game of the season and outperformed every single ad except one, driving almost half a million searches for FTX within minutes.
The second film, “The Trade,” debuted a month later and was trending on twitter within minutes.
In addition to the long form films, we also rolled out a :60, :30, multiple :15s, 6s with more work to come.
The campaign was tremendously successful and helped make the company a household name. Their goal of becoming iconic was accomplished later, although not for reasons any of us saw coming.
Here is a shorter form piece.
This YouTube version is skippable after the first 5 seconds.
CCO: Menno Kluin
Group Creative Director: Jason Stefanik
Copywriter: Andrew Hunter, Shevek Anandan
Art Director: Doug Murray, Jacob Schiappacasse
Design Director: Brian Gartside