Elephant, the IPG Artistic Firm has unveiled a brand new OOH marketing campaign, “Grand Central Station Domination”, within the coronary heart of New York Metropolis to attract the eye of commuters in the direction of the brand new frontier of investing.
Created in partnership with Grayscale Investments, the OOH marketing campaign transforms a sometimes crowded and cramped commute into an exquisite journey by color that appears like a world aside. Grayscale’s enterprise was constructed on the elemental perception that traders deserve clear, regulated entry to crypto. Targeted on experience and transformation, Elephant got down to spotlight Grayscale’s trendy and complicated model.
“Grayscale hopes to be every investor’s entry into crypto investing,” mentioned Seres Lu, VP of promoting for Grayscale. “We are a crypto-specialist firm with over 10 years of experience operating crypto funds, and our suite of funds allows inventors to access crypto beyond just Bitcoin and Ethereum right into their investment accounts. Our Grand Central Station Domination is built around the idea that we want to be your introduction to the crypto universe in a way that already feels familiar.”
Celebrating Grayscale’s tagline, ‘Crypto Investing Begins Here,’ the Grand Central Station Domination was deliberately proven utilizing huge 3D CGI expressions of the model wordmark and different model parts to spotlight Grayscale because the specialists within the house. Giant format posters, illuminated mild packing containers and LED shows are used to really feel like a commuter might stroll straight by them and into a wholly completely different universe.
“We were inspired by the ‘new world of investing’ we are all in, and Grayscale is at the forefront of it. This guided our idea of creating a brand expression that can be interpreted as doors into this new world. The unique scale and placements give a feeling of being able to walk right into this optimistic new world that’s on the other side.” mentioned Elephant VP product design, Chris Hayes.
Travellers will turn out to be immersed in zones of color from the Grayscale model—a palette not typical for the monetary sector, or the NYC subway system. Guests will enter areas dressed solely in blackberry, coral or key lime–and should expertise a wholly completely different facet of the model if they modify their commute routine the subsequent day.
Chris continued, “When we designed the original brand language we purposely focused on creating a strong and recognizable brand, which usually means keeping things simple and beautiful. Since then, we have been exploring how to create new visual dimensions of the brand. Grand Central was the perfect opportunity to show the depth and strength beyond just 2D.”
The marketing campaign shall be dwell by the tip of August. This partnership is a continuation of efforts from the autumn of 2022 when Elephant helped recreate Grayscale’s award-winning model identification.