Vega Awards Centauri Winner Winner

2022

Bittrex Online Icon Campaign

Entrant Company

Studio Fets LLC

Category

Video / Online Video (Campaign) - Advertisement

Client's Name

Waggener Edstrom Worldwide, Inc. (agency)

Country / Region

United States

Longtime agency partner WE Worldwide (Waggener Edstrom Worldwide, Inc.) created a brilliant campaign for their client, online crypto trading platform Bittrex. In the campaign billboards and other Out-Of-Home media, such as billboards and smaller posters, showed tag lines in which some letters were replaced by custom designed symbols (ciphers). Based on the message you were able to figure out what letters the symbols represented. And after seeing multiple messages, you were able to create a word using the deciphered letters, that lead to a discount on the Bittrex platform. In short, the campaign was a modern-day treasure hunt for adults. The cipher designs created a strong visual relation between the Bittrex brand and the mathematical premise of blockchain platforms and crypto currencies.

A multi-channel online video campaign was created to support the Out-Of-Home treasure hunt. Inspired by Bittrex’ previous outings and the cipher symbol designs we helped WE Worldwide create an animated symbol alphabet and logo animation that visualized the idea of the treasure hunt. Using the animated symbol alphabet and logo, we then produced a series of 16:9 and 9:16 video ads to support the campaign on different platforms. The video campaign ran on Twitter, Facebook, Reddit, Instagram, Snapchat and YouTube.

Different cuts and versions were created for use on different platforms. 30 second and 15 second 16:9 widescreen versions lived on Reddit, Twitter and Facebook. And served as pre-roll ads on YouTube. 9:16 versions of the same ads were produced for Instagram and Snapchat. These ads had a stronger focus on the target audience and justification of the platform.

As a second direction, a series of 8 persona videos were created with a strong focus on just the cipher treasure hunt. These short video ads used a twist on known expressions and phrases with a link to investing. 16:9 and 9:16 versions were created for this series to serve as video ads on various social media platforms and as YouTube pre-rolls.

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