Grayscale - "Drop Gold"

Honor Society

4629

Brand: Grayscale
Country: United States

Advertiser: Digital Currency Group

Title	Drop Gold
Agency	Honor Society
Campaign	Drop Gold
Advertiser	Digital Currency Group
Brand	Grayscale
Date of First Broadcast/Publication	2019 / 5
Business Sector	Banking & Financial Services, Investments, Stock Brokers
Story	Bi-coastal production company Honor Society developed and produced a thrilling new campaign for the world’s largest digital currency asset manager Grayscale. The company’s advertising debut, the spot stars a man and a woman, suited up in the city, as they suddenly become aware of the burden of their investments in gold. The duo then breaks free in search of a more gratifying alternative to the weighty and outdated precious metal.
Philosophy	Honor Society’s Brennan Stasiewicz, the campaign’s Director and Creative Director, created the concept and directed the action-packed debut for the digital currency group. Through a combination of stunning VFX and theatrical real world action, the spot showcases the innovative future Grayscale’s cryptocurrency investing has to offer. The spot is part of a multi-channel advertising campaign that is challenging a trillion dollar institution by pushing the message of #DropGold - an explicit call to action to drop gold from investment portfolios. As the world’s largest digital currency asset manager, Grayscale has strong conviction around bitcoin. Today’s world is digital and the traditional 60/40 portfolio is worth reassessing - Gold (traditionally a “safe bet” investment) is not the same hedge as it used to be. Stasiewicz pokes fun at old-fashioned gold investment in order to highlight its impracticality, envisioning the gold as assets people physically carry with them daily. Shot over a two-day period in Argentina, the viewer is taken through scenes of people struggling to move forward while attached to their gold. Whether it’s being lugged around in a baby carriage or chained to the back of a sports car shakily driving along, no one is having an easy time, but everyone has grown accustomed to the constraints. The two main characters, choosing to invest in digital currency instead, have gained the autonomy to move freely and escape the weight of ineffective investments.
Media Type	Television
Length	39 seconds
More Information	https://dropgold.com/
Production Company	Honor Society
Founder/Chief Executive Officer (CEO)	Barry Silbert
Managing Director	Michael Sonnenshein
VP, Public Affairs	Mark Murphy
Creative Director/Director	Brennan Stasiewicz
Managing Partner / Executive Producer	Megan Kelly
Head of Production	Carlo Pilgrim
Line Producer	Chris Gallagher
Director of Photography (DOP)	Toby Irwin
Production Company	La Doble A
CEO/Partner	Jose Arnal
Executive Producer	Julian Vella
Executive Producer/Head of Production	Vero Pascual
Line Producer	Pablo Anzoátegui
Art Director	Mauro Do Porto
Editing Company	Bandit
Editor	Heather Danosky
Assistant Editor	Evan Johnston
Editorial Executive Producer	Laura Relovsky
Editorial Producer	Valerie Triculis
Colorist	Yohance Brown
Flame Artist	Chris Davis
Flame Artist	Prez Radlowski
Graphic Artist	Greg Paparatto
Graphic Studio	Scout
Sound Company / Music Company	Mr. Bronx Audio
Sound Design and Mix	Eric Hoffman