You don’t expect madcap humour from a financial brand but when you’re hoping to reach younger audiences staid doesn’t cut it. So creative agency, Talent, production company, Birth, and crypto trading platform, 1inch, presents AI Bruce Lee, a fun fusion ofpop culture and technology, and the advice that you must have a more mindful approach to everything.
The campaign calls on Bruce Lee’s reputation for wisdom and precision (not to mention his ongoing fandom), and his legacy of life lessons. For many, the world of digital currency remains a wild frontier, with its unpredictability compared to navigating a maze of shifting paths. To counter this narrative, the comedic Kung Fu inspired commercial’s message is simple, Take crypto SeriousLEE.
Bruce’s famous one inch punch serves as a metaphor for the 1inch app’s efficiency and effectiveness. The platform’s first ever global advertising campaign emphasizes that with the right tools and mindset, managing digital assets can be both empowering and secure.
The team worked with the Bruce Lee Family Company to create the campaign.
Sergej Kunz, co-founder of 1inch, stated, “I’ve been inspired by Bruce Lee since childhood, when I first took up martial arts. Named after Bruce Lee’s iconic punch, 1inch has always stuck to Bruce Lee’s values including integrity, resilience and a serious approach to every endeavour he pursued. Now, partnering with the Bruce Lee Family Company feels like the natural next step. I hope it will help spread Bruce Lee’s values alongside the benefits of Web3 to a wider audience.”
Shannon Lee, Bruce Lee’s daughter, added, “We’re excited to have worked with 1inch for the launch of the new marketing campaign featuring Bruce Lee. We all value the importance of innovation and speed, as well as fun and creativity. It has been delightful bringing the Take Crypto SeriousLee campaign to fruition and I look forward to our continued partnership.”
Roman Vydashenko and Liudmila Kulibaba, associate creative directors at Talent, commented, “Bruce Lee’s commitment to mastering diverse disciplines, from filmmaking to winning Hong Kong’s Crown Colony Cha-Cha Championship, was always about taking things seriously. We wanted to reflect that mindset in this campaign, encouraging people to be as focused and disciplined with their digital investments as Lee was with his craft. Whether you’re a crypto veteran or someone just starting to dip your toes into digital finance, the campaign offers an inspiring message: a reminder that we should all take things a bit more ‘SeriousLEE’ in this rapidly evolving digital landscape.”
Credits
Client: 1inch
Creative Agency: Talent
Executive Creative Director: Eugene Pakhmutov
Associate Creative Directors: Lucy Kulibaba & Roman Vydashenko
Strategic Director: Roman Kostuchenko
Client Service Director: Ksenia Luzhnova
Account Director: Alexandra Boettcher
Head of Production: Asya Grigoryan
Senior Producer: Alisa Smirnova
Production Company: Birth France
Producer: Hugo Besson
Producer assistant: Thomas Rolle
Post Production producer: Mateo Lahais
Director: Martin Jalfen
Director of Photography: Galo Olivares
Colour Grading: Mitch Paulson
Music: PAPA Music
CG: Digital District
Production Service Company Thailand: TA Production
