Crypto Means Business, phase 2
Phase 2 of Ripple’s “Crypto Means Business” campaign for the financial districts of New York, London, Dubai, Singapore and São Paulo, from Underground panels to a special build in Dubai.
- Concept and art direction of the phase-2 executions. I led their rollout across five markets.
- Iris Worldwide, supporting the lead agency team in San Francisco
- 2023
- OOH, Special-build OOH, Static and animated DOOH, Social, Newspaper
- New York, London, Dubai, Singapore, São Paulo
2.1M
foot traffic in high-traffic zones
The story
Context
Crypto Means Business ran in two phases for financial-district audiences in New York, London, Dubai, Singapore and São Paulo. The lead agency team sat in San Francisco; at Iris I art-directed the phase-2 executions and led their rollout.
Challenge
Five cities, local languages and a regulator in every market. Feedback arrived market by market, and each city still had to go live on time.
Idea
Keep one line, “Crypto means business”, and pair it with pixel-built skyline artwork that can be rebuilt for each city: big enough for a Times Square tower, simple enough for an Underground panel.
Execution
Hundreds of assets in local languages across OOH, DOOH, social and print, including Times Square and a special build over a road in Dubai. Regulators in each market fed back on the work, so the team stayed reactive and turned changes around quickly for San Francisco.
Result
2.1M foot traffic in high-traffic zones. Source: client figure.
The work
Special build, Dubai
The wrap for a structure over a road in Dubai, in Arabic and English: the artwork flat, then on site.
London Underground
Platform panels and animated DOOH, with the skyline artwork rebuilt for London.
Times Square, New York
Credits
- Client
- Ripple
- Agency
- Iris Worldwide, supporting the lead agency team in San Francisco
- Dushan Stojkovikj
- Concept and art direction of the phase-2 executions. I led their rollout across five markets. I led the digital and artwork teams, and every asset passed my review before it went back to the lead agency.
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