We took a 20 year old technology - the QR Code - applied the timing and animation aesthetic of the original screensaver and for 60 tedious, glorious, mind numbing seconds we let the QR code bounce from wall to wall of the television frame, in the highest profile media moment on the planet - the first quarter of the Super Bowl.

The creative challenge was to breakthrough. Our solution was to do exactly the opposite of what the marketing industry thinks “a successful Super Bowl TVC should look like”.

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And then the QR Code hit the corner of the screen.

That’s it.

We did not reveal any branding until the final 3 seconds. In fact, we tried not to brand the ad at all, but the Federal Communications Commission and the National Football League twisted our arm.

The ad contained no call to action, did not include a voiceover nor did it feature any puppies, celebrity cameos or computer generated explosions.

We believed that such a brazen act of independent thinking was the perfect expression of the brand's ethos - a brand that is irrefutably and unapologetically an outsider of the broader financial services industry in which it operates and intends to transform through its radical re-evaluation of institutional norms and standards.