London International Awards
2022 Winners and Finalists
Bronze
Production & Post-Production
Performance/Casting
Entrant: | Dentsu Creative, New York |
Brand: | FTX |
Title: | "FTX Larry David: Don’t Miss Out" |
Corporate Name of Client: | FTX |
Client Head of Marketing: | Nathaniel Whittemore |
Client Head of Partnerships: | Sina Nader |
Client VP of Partnerships: | Lou Frangella |
Agency: | Dentsu Creative, New York |
Agency President of West Region: | Laurel Flatt |
Chief Creative Officer: | Menno Kluin |
Executive Creative Director: | Jason Stefanik |
Creative Director: | Andrew Hunter |
Senior Copywriter: | Daniel Freeda |
Senior Art Director: | Christian Maine De Biran |
Agency Graphic Designers: | Sophia del Plato/Luis Valencia/Emily Thomas |
Agency Head of Production: | Ed Zazzera |
Agency Director of Integrated Production: | Stacy Kay |
Executive Agency Producer: | Andrea Rastogi |
Senior Agency Producer: | Adrienne Darnell |
Agency Group Design Director: | Brian Gartside |
Agency SVP, Integrated Production: | Carissa Ranelycke |
Agency SVP, Integrated Strategy: | Anna Conroy |
Agency Associate Director, Strategy: | Kathryn Saulitis |
Agency SVP, Global Music Production: | Jerry Krenach |
Agency Senior Music Producer: | Stephen Stallings |
Agency Music Licensing Producer: | Kaylyn Keane |
Agency SVP, Project Management: | Melissa Cohen |
Agency Chief Strategy Officer: | Jamie Shuttleworth |
Agency Brand Strategist: | Anna Conroy |
Agency Account Executive: | Kari Ludvigson |
Agency Account Director: | Tori Howlett |
Agency EVP, Account Management: | Tanya?Kesmodel |
Agency VP, Business Affairs and Talent: | Joanne Garber |
Agency Senior Manager, Business Affairs and Talent: | DJ Gaffey |
Agency Business Affairs and Talent: | Sue Ayson, Director |
Agency EVP, Public Relations: | Stacey Kerans |
Agency Director, Public Relations: | Michael Olson |
Agency EVP, Client President: | Daniel Maiello |
Agency Senior Public Relations Manager: | Greta Gustafson |
Agency Associate Public Relations Manager: | Marianna Adgemian |
Agency SVP, Marketing and Communications: | Kelly Harrison |
Agency External Communications Lead: | Katrina Cabrera |
Agency Director of Brand Communications: | Katie Walley-Wiegert |
Graphis Company: | DIA , New York |
Photographer: | Jason Nocito |
Production Company: | Partizan |
Production Company Managing Director/Executive Producer: | Lisa Tauscher |
Director: | Jeff Schaffer |
Production Company Executive Producer/Head of Sales: | Mike Lobikis |
Head of Production: | Ani Mikirdichian |
Producer: | Raffi Adlan |
Director of Photography: | Darren Lew |
Production Designer: | Jeffrey Beecroft |
Production Company Costume Designer: | Christina Mongini |
Production Company Japanese Translator: | Yumi Mizui |
VFX Company: | Method |
VFX Companies Creative Directors: | Warren Paleos/Rob Walker |
On Set VFX Supervisor: | Jesse Bradstreet |
Compositing Supervisors: | Kyle Andal/Gerard Andal |
Supervising VFX Producer: | Kristin Engdahl |
FX Artist: | Alejandro Echeverry |
Lead Flame Artist: | Chihcheng Peng |
Senior CG Supervisor: | Alex Cheparev |
3D Animator: | Cecilia Nguyen |
VFX Company Coordinator: | Olivia Vitagliano |
Edit Facility: | Mackcut (Editorial) |
Editors: | Ian Mackenzie/Mike Rizzo |
Assistant Editors: | Cooper McLane/Franklin Ponce |
Edit Facility Executive Producer: | Gina?Pagano |
Edit Facility Audio Mixer (Teasers): | Sam Shaffer |
Color Company: | Company3 |
Color Company Producer: | Cassidy Conway |
Colorist: | Kath Raisch |
Sound Design Company: | Heard City |
Sound Design Company Senior Producer: | Liana Rosenberg |
Audio Mixer: | Keith Reynaud |
Music Production Company: | JSM |
CEO/CCO/Composer: | Joel Simon |
VP/Executive Producer: | Jeff Fiorello |
Senior Producers: | Norm Felker/Andrew Manning |
Music Producer: | Sharon Cha |
Music Composer: | Seamus Kilmartin |
Executive Producer: | Bennett Lieber |
Description:
For our Super Bowl spot, we told the story of a person they DON’T want to be – someone who always passes up on the next big thing - as an invitation for viewers to avoid being that person.
Who better to represent someone who'd pass up every good opportunity than Mr. Skeptic himself, Larry David? And what better backdrop to tell this story against than the defining inventions throughout human history.
In our spot, we show Larry David passing up on ‘the next big thing’ throughout history -- Inventions that are now the backbone of our everyday existence (the wheel, the fork, the phone) -- to prove just how idiotic it is to miss out on something that is clearly the next big thing. Just like crypto.
In our mission for mass awareness/adoption and to propel crypto into mainstream culture and acceptance, we delivered across multiple touchpoints; consumer conversation volume, quantity and quality of press placements, sentiment in a cluttered category and ultimately - closing the sale.
The acceptance and praise from people and press was evidenced by 31.7B impressions in earned media (most of crypto), the most brand mentions after the halftime show, highest positive sentiment, and 47M views on YouTube.
But it was also met with the beginnings of the behavior change we strived for - and with an 130% boost in app downloads, and 5.5x more next day web traffic than closest competitor - we saw more Americans feel the FOMO, believe it's too real to ignore, and take the steps to go from one day to day one.