Pep Guardiola, Daniel Ricardo and Scotty James Fuel the Intrigue of Cryptocurrency Exchange OKX

Biscuit Filmworks’ Andreas Nilsson directs the campaign from BBDO New York aiming to turn the crypto company into a household name

Pep Guardiola, Daniel Ricardo and Scotty James Fuel the Intrigue of Cryptocurrency Exchange OKX

Despite being the world’s second largest crypto exchange by trading volume, OKX still isn’t the household name it deserves to be. And in a crypto market that has quickly become saturated with challenger brands, it was time to put the OKX name in the spotlight with their first ever global brand campaign.

To kick off this long-term brand building effort with BBDO New York, part one of the brand story focuses on driving awareness and name recognition, setting up OKX as the future of finance & web3. The focus has always been investing and building the brand, intentionally and strategically. 

“For this first part of the OKX story, we had a very clear and simple job to do – get people to remember their name.  So, that’s exactly what we did, over and over… and over again.” says Alex Booker, executive creative director BBDO New York.

While the rest of the category has halted or minimised spending, OKX takes on this unique lull in messaging to further establish itself in customer’s minds as their new favourite crypto trading app. 

The creative is filled with moments of intrigue to keep everyone, from the crypto natives to those who dabble in crypto, to those who don’t know the difference between crypto and kryptonite guessing and wanting to learn more. It’s all about building long term relationships vs one-offs. 

Haider Rafique, OKX chief marketing officer says, “It’s time for crypto to go beyond the typical ‘revolution-isk’ ads and get back to the creative principals that the audience may be seeking at this stage of the industry.”

The entire thing was brought to life with one of the world’s leading visual comedy directors, Andreas Nilsson of Biscuit Filmworks. His unique ability to bring humour and stunning visuals to a spot that keeps viewers entertained and hanging onto every scene made him the perfect fit.

To further leverage existing brand partnerships and bring a broader appeal to the creative, we partnered with three high performing and beloved athletes from various fields – Man City Football Club Manager Pep Guardiola, McLaren Formula 1 driver Daniel Ricardo, and Olympic medal winning snowboarder Scotty James. All three athletes’ audiences intersect with crypto’s audiences to bring additional relevance to the creative.

The campaign will be intersecting consumers at multiple touchpoints, with short form content, out of home billboards, and social and digital. 

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Client: OKX

CMO: Haider Rafique

Global Head of Brand & Partnerships: Rachel Conlan

Director of Brand Marketing: Frederica Tompkins

Senior Brand Marketing Manager: Lauren Croke

Creative Director: Christine Joos


Agency: BBDO New York

CCO BBDO Worldwide: David Lubars

CEO BBDO The Americas: St John Walshe

CCO BBDO North America: Luiz Sanches

CCO BBDO New York: Matt McDonald

Executive Creative Director: Alex Booker

Executive Creative Director: Philip Sicklinger

Senior Creative: Oswald Yvan

Freelance Creative: Ruth Bellotti

Head of Content Production: Alex Gianni

Group Executive Producer: Chance Bassett

Senior Producer: Sarah Steinberg

Senior Music Producer: Julia Millison

Producer: Victoria Wills

VP, Broadcast Business Affairs: Kathleen Bannon

VP Group Strategy Director: Zach Kula

Senior Director, EVP Head of Products & Services: Gati Curtis

Account Manager: Kendall Saunders

Assistant Account Executive: Priya Mittal


Production Company: Biscuit Filmworks

Director: Andreas Nilsson

Partner / Managing Director: Shawn Lacy

Executive Producer: Holly Vega

Producer: Peter Knowles

Head of Production: Sean Moody

Director of Photography: Lasse Frank

Production Designer: Andy Kelly


Editorial Company: Mackcut

Editor: Ian Mackenzie

Assistant Editor: Cooper McLane

Producer: Gina Pagano

Sound Design: Sam Shaffer, Marc Healy

Mixers: Sam Shaffer, Corey Baum



VFX Supervisor/CD: Jonas Drehn

ACD: Ditte Marie Ludvigsen

VFX Executive Producer: Eliana Carranza-Pitcher

HoP/Senior Producer: Cilie Kragegaard

VFX Producer: Lorène Lescanne

On-Set VFX Supervisor and Lead Compositor: Mikkel Hansen

Compositors: Jacob Carlsson, Oliver Buus, Thomas Banner, RUR

CG-Lead: Thomas Haas-Christensen

CG artists: Asger Langhoff, David Ryberg Lessel, Rickard Didriksson

Colourist: Lasse Selvli

Conform: Yamit Rosenbach / Søren Knudsen

The Mill

Executive producer: Clairellen Wallin

Producer: Chris Preston Barnes

Flame op: Kathleen Kirkman, Taylor Feld (versioning)

Editor: Matt Campbell (laying in subtitles)

Sibling Rivalry

Creative Director: ​​Tim Smyllie

Animator: Chris Foster

Animator: Hoon Han

Design Director + Animator: Dan Degloria

Animator: Dan LoGiudice

Producer: Amber Park

Executive Producer: Joanna Fillie

Genres: Dialogue, Comedy, People

BBDO New York, Thu, 08 Sep 2022 11:53:52 GMT