Coinbase, one of the largest cryptocurrency exchanges in the United States and the only cryptocurrency exchange listed on Nasdaq, is launching its first major campaign in Brazil, marking an important step in consolidating the company’s presence in the country. Created by Bold, the campaign reinforces the company’s mission of presenting a more efficient future for money, now in a language that’s accessible, fun, and yet impactful for Brazilian consumers.
The creative concept is based on the idea “Coinbase. A new future for your money.” To bring this message to life, the campaign features a striking reimagining of the Effigy of the Republic, a female figure featured on Brazilian Real banknotes. The character takes on the role of a patient in a therapy session where the therapist addresses their anxieties with the future prospects that Coinbase and cryptocurrencies can provide.
“Launching Coinbase’s first major campaign in Brazil was an inspiring challenge. Making the Effigy the protagonist of this dialogue allowed us to create something thought-provoking, lighthearted, and yet powerful, exactly what the brand demands and how people relate to money,” says Duda Bom Queiroz, Executive Creative Director at Bold.
Produced by Stink, the campaign consists of eight films in total—four 30-second and four 15-second—which will be broadcast across various digital platforms. With this initiative, Coinbase seeks to build relevance and recognition in Brazil, solidifying its prominent position in the global cryptocurrency market.
According to Fábio Plein, Regional Director for the Americas at Coinbase, “With this campaign, our goal is to break down barriers and demystify cryptocurrencies. The idea of having the Effigy undergo therapy was a creative way to talk about the future of money, showing that Coinbase offers a viable and potentially beneficial solution to these anxieties. It’s an approach we hope will resonate effectively in the Brazilian market, building the credibility and recall we expect for both the brand and the segment.”
