Capital.com global campaign marks brand's 10th anniversary
Capital.com has unveiled an ambitious marketing campaign, representing a major investment in global brand-building, as the online trading platform marks its 10th anniversary.
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Created in partnership with Ogilvy UK, Capital.com's new campaign is built around the brand's 'Built for Better Decisions' proposition, challenging a category often associated with speed, noise and impulse by championing clearer, more considered decision-making.
By replacing urgency and pressure with access to trading analytics and AI-powered tools like AI search, Capital.com says it is designed to help traders make better-informed decisions.
At the heart of the campaign is a cinematic brand film directed by Niels Windfeldt through PINE [below]. Shot on location in Chile over two weeks with a 29-person production team, the film follows climber Benjamin Azocar scaling a mountain in South America. Faced with uncertain conditions, the climber must decide whether to continue towards the summit or pause and reconsider the route. Rather than celebrating constant action or encouraging investors to react to every market movement, the film focuses on the value of pausing, gaining perspective and creating the conditions for better decision-making under uncertainty.
Credits
View on- Agency Ogilvy/London
- Production Company PINE
- Director Niels Windfeldt
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Credits
View on- Agency Ogilvy/London
- Production Company PINE
- Director Niels Windfeldt
- Color OkayStudio
- Sound Design Saga House Oslo
- Production Services Twenty Four Seven/Santiago
- Chief Executive Creative Director Jules Chalkley
- Senior Copywriter Ollie Wolf
- Senior Art Director Eddie Fisher
- Producer George Ward
- Producer Nick Fewtrell
- Producer Daniel Forsvik
- DP Patrick Pichler
- Editor Andreas Arvidsson
- VFX Supervisor Jonathan Wendt
- Colorist Marina Starke
- Sound Designer Tormod Ringnes
- Composer Kavar Singh
- Line Producer Max Cruz
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Ogilvy/London
- Production Company PINE
- Director Niels Windfeldt
- Color OkayStudio
- Sound Design Saga House Oslo
- Production Services Twenty Four Seven/Santiago
- Chief Executive Creative Director Jules Chalkley
- Senior Copywriter Ollie Wolf
- Senior Art Director Eddie Fisher
- Producer George Ward
- Producer Nick Fewtrell
- Producer Daniel Forsvik
- DP Patrick Pichler
- Editor Andreas Arvidsson
- VFX Supervisor Jonathan Wendt
- Colorist Marina Starke
- Sound Designer Tormod Ringnes
- Composer Kavar Singh
- Line Producer Max Cruz
The campaign marks the next stage in Capital.com’s brand strategy and will roll out in phases across broadcast and digital channels, beginning this month in Poland and other selected EU countries, with further European and international markets, including the UK and the UAE, to follow. It comes as Capital.com continues to extend its regulated footprint and develop its product offering.
The campaign will be supported by a multi-channel media programme spanning television, cinema, out-of-home, digital, social and earned media.
“This campaign reflects our long-term investment in the Capital.com brand and makes a clear promise to our customers: a platform built for better decisions," said Chris Spenceley, Chief Marketing Officer at Capital.com. "We have always believed that the quality of a decision matters, especially under pressure. As we approach a significant milestone for the business, we wanted to express that belief in a way that is distinctly ours.”
“This was a rare opportunity to build a campaign around restraint rather than urgency," added Jules Chalkley, Chief Executive Creative Director at Ogilvy UK. "The creative challenge was to make decision-making feel visually powerful without defaulting to the usual language of speed, action or hype. Built for Better Decisions gave us a clear creative principle: to make space for pause, perspective and clarity. Chile gave us the scale to express that idea visually, without turning it into noise. That tension shaped the film from the first idea through to the final edit.
