So clever, Mother. Everything is Fine, the agency’s first campaign for Coinbase, leads with two-minutes of musical theatre plus humour (with nods to Annie and Mary Poppins), to challenge the status quo of the financial system and invite change to address today’s systemic financial challenges in Britain.
The dazzling, tongue-in-cheek production set in contemporary Britain and directed by Steve Rogers, presents relatable situations that are reported daily in news headlines (rising costs, trash-filled streets, retrenchments…) with lashings of irony. It ends with the note, If everything’s fine don’t change anything. The Hollywood-style film was produced by Biscuit Filmworks x Revolver.
Coinbase’s mission is to increase economic freedom globally, building a more accessible, and efficient financial system, that will foster greater economic participation. With 77% of Brits agreeing that the global financial system needs to be updated, the musical subtly invites reflection on the potential for crypto technology to be part of a positive systemic change.
The musical will run across streaming, OLV and social through the end of August, supported by OOH in London, Manchester and Liverpool, that will present similar realities hidden within an endless loop of the “everything’s fine” mantra.
The campaign aims not only to drive awareness but also connect with the cautious yet curious British audiences, igniting a sense of confidence in exploring change, and the possibilities of crypto.
“We wanted to connect with Brits on a cultural level and show up with a high level of craft and clarity…”, stated Coinbase group creative director, Jean Morrow. “The campaign uses humour and a fair amount of dancing to inspire an important conversation – are there alternatives to the existing financial system? And where can crypto fit in to give regular people more options and control?”
“We identified that the true problem in people’s lives isn’t any single thing, but rather the collective resignation we all hold about how things work, or don’t work – the inertia of accepting the status quo,” added Tom Bender, executive creative director at Mother. “Our aim with Everything Is Fine is not to dictate, but to offer a suggestion – that there could be an alternative.”
This campaign is a significant milestone for Coinbase, building on its established reputation for bold creative work in the US market. Coinbase secured its registration in the UK as a cryptoasset business with the Financial Conduct Authority earlier this year, a critical registration to cement a strong position in the UK and unlock ambitious expansion plans for its largest international market.
Credits
Client: Coinbase
VP, Marketing: Gary Sun
VP, Creative: Michael Tabtabai
Group Creative Director: Jean Morrow
Creative Director: Neil Ramanan
Senior Director, Creative Production: Patrick Marzullo
Senior Integrated Marketing Manager: Sarah Albertelli
Senior Producer: Mystie Pineda
Creative Agency: Mother
Production Company: Biscuit Filmworks x Revolver
Director: Steve Rogers
Producer: Peter Knowles
Founding Partner: Shawn Lacy
Managing Director: Rupert Reynolds MacLean
Executive Producer: Katie Keith
Line Producer: Luke Thornton & Davina Abrahams
Director’s Assistant: James Murray
Director of Photography: Daniel Landin
Production Designer: Robin Brown
Casting Director: Leanne Flinn
Choreographer: Holly Blakey
Dance Casting: Box Artist Management Ltd.
Stylist: Rosa Dias
Service Production Company: Icon Films
Service Production Company Producer: Ileana Anghel
Editing Company: Work Editorial
Editor: Rich Orrick
Executive Producer: Frankie Elster
Post Production: Time Based Arts
2D VFX Supervisor & Lead: Sheldon Gardner
3D VFX Lead: Mike Battcock
Colourist: Simone Grattarola
Post Producer: Chris Aliano
Sound Design: King Lear
Sound Engineer: Jack Sedgwick
Sound Producer: Leo Clayton
Music Company: Mr Pape
Music Composer: Pippa Cleary
Musical Director: Ben Garnett
Orchestration: Simon Nathan
Music Mix: Joe Davison Media Agency: WPP Media
