Challenge
Bakkt, a financial technology company offering crypto solutions, had recently rebranded to reflect a shift in their audience from B2B to B2C. Now, they needed a campaign to raise awareness and drive engagement. This campaign would launch during a time when businesses were feeling skeptical about cryptocurrency and the brands associated with them. Bakkt’s campaign needed to build trust in what they offer and explain why businesses should choose them.
Insight
Bakkt brings a stability to the crypto space that others lack, because they have a foundation in traditional finance. They build their solutions with a responsible mindset, setting customers up for long-term growth. This differentiated approach led to the tagline, Crypto Responsibly, which served as a jumping off point for the campaign.
Solution
The campaign visual direction uses the continuous line in the new Bakkt visual identity and places emphasis on assertive headlines that convey the steadiness and gravitas of the brand. We also developed a sonic branding approach that feels energetic and drives forward momentum. The campaign came to life across owned and paid social posts, digital display ads, out of home advertising and a dynamic video.
