Orbis was launching into US consumer fintech, a category dominated by three incumbents with combined ad spend in the hundreds of millions. Our budget was a fraction of one percent of theirs. The brief was to launch with cultural visibility, not just impressions — to be talked about, not just seen.
Rather than spread thin across every channel, we concentrated on two: a single hero film optimised for paid social, and an out-of-home buy in three high-density urban corridors. The creative idea — that money has gravity, and most of it is being pulled by the wrong things — gave us a single visual system that worked from a 15-second cut down to a 48-sheet billboard. We held back any digital banners. They never feel cultural.
25M paid impressions in the first eight weeks. Earned media estimated at 3.2× the paid spend. Customer acquisition cost came in 18% below their Series A model. The hero film was picked up by two industry publications as a campaign of note.