Turning football fandom into a new way to connect with crypto.

How do you make cryptocurrency feel accessible to football fans around the world? Through Kraken's partnership with Tottenham Hotspur, we had an opportunity to bring the worlds of crypto and football together, using the personalities of Premier League players to make a complex subject more engaging, relatable and entertaining.

Rather than relying on traditional financial advertising, we put the players at the heart of the creative. We developed a series of social-first films, including Learn With Kraken and Guide to Trading, combining player personalities, humour and accessible storytelling to introduce fans to the brand in a way that felt natural to football audiences.

The creative was designed to work across different platforms and audiences, balancing entertaining, player-led content with more direct messaging that encouraged fans to download the Kraken app. Throughout the campaign, we tested different creative approaches, discovering that authentic, direct-to-camera player content significantly outperformed more traditional motion graphics.

The result was a campaign that combined the cultural appeal of Tottenham Hotspur with a clear commercial objective, successfully introducing Kraken to millions of football fans across ten international markets.

Results

• 68.3 million impressions, reaching 20.6 million people

• 23.8 million video views

• 13,563 app installs

Credits

Creative, Director & Executive Producer: Paul Reid
Agency: Engage Digital Partners / Brave Bison