Bitget Injects Levity into Crypto Trading with Comedic Human Elements

The ‘Trade Smarter’ initiative by Bitget is a witty twist on financial marketing, showcasing the significant impact that clever, incremental actions can have. In partnership with Vantage Pictures, four humorous short films were crafted to illustrate instances where unconventional thinking elevates mundane situations to remarkable ones.

For an insider’s perspective, LBB’s Sunna Coleman sits down with director Paul Boyer Moore to discuss how humor plays a role in the campaign’s effectiveness, the creative process for conjuring up the humorous elements, and his fondness for shooting in Thailand.

LBB> Can you share the client’s brief and your initial thoughts?

Paul> Bitget approached Vantage Pictures with an engaging challenge: to create film pieces that could humorously underline the concept of intelligent decision-making related to smarter trading. The content was expected to captivate various demographic segments, including those new to the world of crypto trading.

We ideated closely with Bitget to formulate a narrative that presented authentic instances of smart choices making a difference. ‘Smart Steps, Big Leaps’ was conceived from this synergy. We vetted approximately a dozen concepts, finally selecting the four stories now on display.

LBB> Your campaign takes a unique route within the financial and crypto ad sector. Why the comedic approach?

Paul> Typically, financial advertisements err on the side of being overly solemn. Bitget was bold in opting for a change – comedy sticks in the memory and strikes a chord with the audience. Laughter fosters a deeper, more emotional engagement with the content.

LBB> How were the scenarios conceptualized, and how did you finalize the story selections?

Paul> Our brainstorming sessions generated numerous vignettes where simplicity led to nifty solutions to everyday problems. A particular favorite was the story of a football aficionado who constructs a throne from beer mugs to overcome an obstructed view, which was quirky and whimsical. Although this idea was a contender, we eventually chose stories that were not only achievable in production but would strongly resonate with Bitget’s audience.

LBB> Which spot would you designate as your favorite and what’s the reason?

Paul> Selecting a favorite is challenging, but ‘Mandatory Meeting’ stands out for me. We all can relate to being tethered to long, draining virtual meetings. The protagonist’s choice to abandon the call for a jet ski escapade is refreshingly audacious and comedic, provoking laughter every single time.

LBB> Filmed in Bangkok, can you tell us about the chosen locales and any production hurdles?

Paul> The Bangkok setting was excellent – cost-efficient with access to a diverse pool of skilled actors and appropriate western-eque homes and beach backdrops essential for this international campaign.

Transitioning from a house set to a beach jet ski setting presented obstacles. Despite the expectation of easy beach access in Thailand, the closest natural beach was a considerable haul away, conflicting with our intensive schedule. Resourcefully, we secured a nearby artificial beach lake, saving precious time and offering us tranquil waters for uninterrupted filming.

LBB> What was your experience with casting?

Paul> The casting process was delightfully smooth. Casting agencies in Thailand are incredibly thorough, providing full-scene tests including wardrobe, props, and editing that greatly facilitated envisioning the end result and obtaining client approval.

LBB> Can you share your favorite moments of the production?

Paul> Collaborating with the actors was the pinnacle of the production for me. Their dynamism and zest brought an extraordinary dimension to each role, often surpassing my own expectations.

LBB> Do you have any final thoughts or acknowledgments?

Paul> A resounding salute to the ensemble involved. Churning out four distinct spots in a four-day window was nothing short of ambitious. The teamwork between Bitget, the Vantage Pictures team, and our superb local crew at Triton made this endeavor successfully achievable. Their combined efforts were invaluable.