Cannes Lions

Expanding Currency Horizon

DENTSU INC., Tokyo / DECURRET / 2020

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Overview

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Credits

Overview

Background

Our brief was to create branding for DeCurret, a newly established digital currency exchange in Japan. In particular, we needed to overcome public distrust of digital currencies that had grown in the wake of the January 2018 theft of approximately USD530 million from a Japan-based exchange operated by Coincheck, Inc.

Idea

Our brief was to create branding for DeCurret, a newly established digital currency exchange in Japan. In particular, we needed to overcome public distrust of digital currencies that had grown in the wake of the January 2018 theft of approximately USD530 million from a Japan-based exchange operated by Coincheck, Inc.

Execution

Our creative idea was to position DeCurret as a “central bank” for digital and fiat currencies. By associating the DeCurret brand with the stability and security that central banks provide, we could clearly differentiate it from exchanges that promote the profit potential and “money game” aspect of digital currency investments. In keeping with the central bank image, we created a brand logo modeled on the supercontinent of Pangea, reflecting the myriad interactions and opportunities that arise when previously separate land masses and life forms come together. We also incorporated a grid motif into the logo to express the ideas of digital infrastructure, technology, and human interaction. We also created a brand movie that gave visual expression to the invisible flow of digital currencies in a virtual world.

In the wake of the Coincheck scandal, DeCurret was the first company in Japan to be certified as a registered operator of a virtual currency exchange service. Its credibility and grand vision were effectively communicated to the Japanese public, and it successfully attracted many leading Japanese companies as shareholders, resulting in a number of proposed future business collaborations.

Outcome

In the wake of the Coincheck scandal, DeCurret was the first company in Japan to be certified as a registered operator of a virtual currency exchange service. Its credibility and grand vision were effectively communicated to the Japanese public, and it successfully attracted many leading Japanese companies as shareholders, resulting in a number of proposed future business collaborations.

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Expanding Currency Horizon

DENTSU INC., Tokyo

Expanding Currency Horizon

2019, DECURRET

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