• Copywriting
  • Photography
  • Production
  • Strategy
  • Campaign
  • Video
  • Animation
  • UX/UI
  • Design

Everyone and their Doge has an opinion

We have the facts. That was the starting point for our thinking when it came to creating Caleb & Brown’s new campaign that would launch their new brand.

We arrived at this angle after considering both the new brand we had just built, and the plethora of crypto ads that had recently gone live around Super Bowl 2022. What we noticed was that the general approach for the category was anchored too heavily around FOMO.

This presented Caleb & Brown with the opportunity to clearly leverage their new brand, positioning themselves as the calm heads in the room, and pushing back against unsolicited advice and hysteria by offering the facts.

Watch the hero piece here.

Fergus crypto denier sat at cafe for his character portrait.
Lily NFT fanatic sat on bench for her character portrait.

A full-house effort

The campaign was produced entirely in-house at Chello. From campaign strategy and concept, to scriptwriting, storyboarding, casting, design elements, shoot and edit. Not to mention the supporting content rollout.

This enabled us to retain clear sight of the core idea throughout. Delivering a campaign that both looks incredible, and delivers on the new brand proposition.

Oh, and we got to cast one very well-behaved Shiba Inu, Pocari.

NFT fan thrusts their phone in Peter's face for the Caleb & Brown campaign video.
Storyboard of Peter looking down at his dog confused for he Caleb & Brown campaign
Shot of Pocari the shiba inu looking up at the camera with VFX eyes for the Caleb & Brown campaign
Peter, hero of the Caleb & Brown campaign looking lost for words.
Storyboard of a shiba inu looking up at the camera for the Caleb & Brown campaign

Legitimising the asset class

Released on BVOD, and supported by a series of character snapshots across social media, the campaign received a hugely positive reception. Clearly articulating who the new Caleb & Brown are, and where they stand within the emerging world of crypto. A leader that is legitimising the asset class beyond its usual sphere.

Pocari the Shiba having a pat and a time out on the Caleb & Brown set.
Shea checking footage on set at the Caleb & Brown shoot
Behind the camera on the street at the Caleb & Brown shoot
Behind the scenes shot of old chap with a newspaper on the Caleb & Brown shoot

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