OCTA, an online trading platform, noticed a significant drop in users. Preliminary interviews showed that after a hiatus in global fin-tech, people showed demand for security, like licensing with the regulators or opening registered local offices. However, after a research phase, we’ve uncovered that the whole product category was experiencing a crisis of faith. A crisis that opening a few offices would hardly fix. We’ve created a fake ‘financian’ language for the characters. The properties of the language resemble something that can be identified as words and sentences, but makes no sense. We snowballed the insight of confusion in 9 countries to then reveal a solution. A brand that understands your frustration and gives you comfort. Something user-friendly. A way to see trading becoming clearer. The campaign was planned to roll out all around the globe, so we’ve adapted it with appropriate casting.