Risky industries need reliable ambassadors

The brief: BingX is a fast-growing cryptocurrency brand trying to win over new investors. They've put all their eggs into 1 communication basket: a Chelsea sponsorship. But how do they get back maximum returns, when the skepticism around crypto is still high?

The solution: Shift the brand from a bitcoin company, to a gateway to equal wealth opportunities. Shift the target from existing bitcoin users, to newbies and considering investors. Shift the creatives from exciting and untrustworthy, to calm and reliable, well-aligned with Chelsea's image.