Ripple, the cryptocurrency company behind the digital asset XRP, just launched a global brand campaign.
The creative, by Iris Worldwide, pushes the "crypto means business" theme. The work debuted in New York, London, Dubai, Singapore and Sao Paulo.
The media plan covers out of home, print, digital, social and CTV. The campaign posits crypto as a practical business solution when moving money can be slow, expensive and unreliable.
The OOH ads run through Dec. 16, with strategic placements in New York City’s Financial District subway stations, including Wall Street and Fulton Street, as well as Canary Wharf in London.
Print ads will also run in key business publications associated with these hubs.
Media was handled by Iris’ sister agency McKinney, also part of the Cheil Connec+ global network.
“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.
The creative shows city skylines being transformed from the ground up — a stand-in for the speed and impact of crypto. The 30-second spot underscores the changing monetary dynamic and encourages financial leaders to embrace it.
“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.”