• by Fern Siegel , Yesterday

Many people are alarmed by both the potential and the dangers of crypto.

A new campaign from Bron, a noncustodial crypto wallet, claims to make digital-asset ownership secure. It blames hacks, phishing and mismanagement of users' seed phrases, the words needed to open the wallet, for financial losses.

The commercial produced by Be The Fox agency addresses those concerns. 

It runs across Bron's social media platforms, including YouTube and X, as well as on the “Seed Phrase Museum” site. Additional paid media buys across crypto and finance outlets are planned in the coming weeks.

The company believes billions are lost, due to device hacks, forgotten passwords, cloud leaks and human fallibility.

“The most effective creative work often starts with an important truth. In this case, that truth is that many of crypto’s biggest risks are surprisingly human. What excited us at Be The Fox was the opportunity to work alongside the Bron team to bring that reality into the spotlight, using creativity and storytelling to make an often invisible problem impossible to ignore. We believe the most effective marketing doesn’t just raise awareness, it changes behavior,” Diana Ellis-Hill, co-founder, Be The Fox, told Agency Daily.

Bron's transaction authorization uses a three-party system with three crpto components: one held on the user’s device, one operated automatically within the Bron platform, and one held by an independent third party appointed by the user for recovery process only.

Site visitors can access safe storage recommendations and can take a risk quiz to discover if their crypto holdings are safe.

Be The Fox’s additional creative includes Ancient+Brave, Hertility, Bulldog Skincare and BYD e-vehicles.