Tradeweb “Break Through”
Brett led this project during his 17-year tenure as Thinkso’s founder and executive creative director.
We developed a global campaign for the fixed-income trading venue that captured Tradeweb’s unique approach, their commitment to clients, and their legacy of industry leadership. Entitled “Break through,” the campaign not only served to highlight their accomplishments but served as an invitation to clients and prospects.
We wanted a campaign concept that really dug into what Tradeweb was all about — client-focused innovation that can really transform the way traders work and what they can achieve.
Animated digital ads tell short, energetic and often provocative stories that click through to rich content on specific products and solutions.
In addition to a comprehensive digital advertising strategy, the campaign was adapted for and implemented across Tradeweb’s social channels.
Digital advertising kicks off with the campaign’s signature animated “Break through.” bug, illustrating how Tradeweb’s solutions come together to “lock in” to the client’s target objectives.
We developed a dedicated landing page for the campaign. Organized by asset class, it guides visitors to and through the content that matters most to them.
To introduce the campaign, we wrote, produced, and edited a short video featuring Tradeweb’s leadership and product experts answering the question, “What does “Break through” mean to you?”
To extend the digital experience to in-person events and traditional media, the campaign’s assets and messages were adapted for conferences booths and print advertising, including translations for international use.
