Elephant, the IPG Creative Company has unveiled a new OOH campaign, “Grand Central Station Domination”, in the heart of New York City to draw the attention of commuters towards the new frontier of investing.
Created in partnership with Grayscale Investments, the OOH campaign transforms a typically crowded and cramped commute into a beautiful trip through colour that feels like a world apart. Grayscale’s business was built on the fundamental belief that investors deserve transparent, regulated access to crypto. Focused on expertise and transformation, Elephant set out to highlight Grayscale’s modern and sophisticated brand.
“Grayscale hopes to be every investor’s entry into crypto investing,” said Seres Lu, VP of marketing 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 intentionally shown using massive 3D CGI expressions of the brand wordmark and other brand elements to highlight Grayscale as the experts in the space. Large format posters, illuminated light boxes and LED displays are used to feel like a commuter could walk directly through them and into an entirely 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.” said Elephant VP product design, Chris Hayes.
Travellers will become immersed in zones of colour from the Grayscale brand—a palette not typical for the financial sector, or the NYC subway system. Visitors will enter areas dressed entirely in blackberry, coral or key lime–and may experience an entirely different side of the brand if they change their commute routine the next 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 campaign will be live through the end of August. This partnership is a continuation of efforts from the fall of 2022 when Elephant helped recreate Grayscale’s award-winning brand identity.