Coinbase’s next creative installment is its first major product-focused campaign, “Hidden in Plain Sight,” focuses on practical solutions to systemic financial problems people accept as normal, highlighting a new suite of Coinbase financial products that are designed for the future of finance.
Central to the campaign is this “Once you see the pattern, you can break it” spot–directed by Steve Rogers of Biscuit Filmworks for agency Coinbase Creative Studio–in which a slice of everyday life consists of scenes which repeat themselves seemingly ad infinitum. A voiceover points out that the conventional financial system repeats the same thing over and over until it becomes normal, hoping no one notices–such as paying bank fees, doing business during their hours so they can use your money, having to wait 3-5 business days, excluding bank holidays.
The expertly choreographed film underscores that we see things so often, we end up not seeing them at all. Some things lie hidden in the everyday–things that if people understood–would make them want to find a different way. Coinbase products are thus positioned as giving you “a way out of the system,” breaking the redundant cycle to attain some semblance of financial freedom.
