CME Group Event Contracts Campaign
As the world’s largest and most trusted exchange for futures and options markets, CME Group provides an unparalleled opportunity for sophisticated financial participants. To attract new customers, CME pioneered a simple offering in a landscape of profoundly complicated financial products called Event Contracts. These new contracts asked users to choose only one thing, choose yes or no, simple as that.
Choose a side video
Our challenge was to launch this product as a new product but remain connected to the established CME Group brand. We remixed characteristics of the brand expression to carve out a distinct system for Event Contracts. Our approach to visuals ensured our audience could appropriately contextualize Event Contracts related to Futures and Options without creating confusing connections with stock trading.
I also lead the AOR relationship with CME Group with more work than I’m sharing here. Reach out if you want to learn more.
A new way video
It was essential for the concept's success to divide our canvas in half.
Vertical canvases presented the most significant challenge.
The dreaded 728x90.
An evil size.
The team devoted considerable effort to crafting the entire inventory of banner assets.
Event Contracts exceed forecasted trading volume, positively shifting consumers’ perspective of CME Group products.
Credits
Agency: VSA Partners
Matt Ganser, Creative Direction and Design
Tony Riazzi, Creative Direction and Writing
Hojo Willenzik, Writing
Jerry Stiedaman, Client Engagement
Melissa Keller, Project Management
Katy Fiorini, Design
Heather Stickney, Design
Rachel Shuttler-Andrejko, Production
Thomas Horne, Motion