OANDA
Head of Production
One concept, many markets: A global BAU campaign localised across six regions for maximum impact
OANDA is a globally recognised fintech and trading platform, offering forex, CFDs and a suite of advanced trading tools to traders across the world. Operating across many global markets — each with its own regulatory environment, product offering and audience mindset, the challenge was to create a single, unified creative platform that could flex across all of them without losing coherence or impact.
Smarter by Design
The creative concept was built around OANDA's brand tagline, 'Smarter Trading.' Rather than treating it as a sign-off, it made it the structural backbone of the campaign — turning it into a rhetorical device. Each ad opens with a question relevant to the trader's mindset, answered by a single, confident line: That's smarter trading. Clean, direct, and infinitely adaptable to any market or message.
That's smarter trading.
The visual language was equally considered — bold colour blocking, sharp iconography and a consistent typographic hierarchy that could carry different product messages across every format without the concept ever feeling diluted.
Built Once, Deployed Everywhere
The campaign launched in a single region and performed strongly enough that stakeholders approved a full global rollout. From there, the creative system was adapted across six markets — each with localised copy, regional product messaging and market-specific disclaimers, while the visual concept remained entirely consistent.
From TradingView integration in the UK to Elite Trader cashback in the US, interest on unused margin in the EU to premium account packages in Australia — every market had its own story to tell. The creative framework made sure they all told it in the same voice.
Creative Framework
I owned the creative from design concept through to execution — directing the visual identity, motion, display banners, paid social, DCO ads, YouTube video, and UAC assets. Every format, every market, every stage of the funnel.
A Platform Built to last
Beyond the initial rollout, the campaign was designed as a scalable creative platform rather than a one-time execution. The modular concept means new assets can be produced quickly against different KPIs — whether that's driving app installs, promoting a new product feature or activating a new market — without starting from scratch. The 'Smarter Trading' framework continues to evolve, with new creative built on the same foundation as business needs change.
The Outcome
The campaign delivered a unified brand presence across six global markets simultaneously — with localised product messaging that spoke directly to each audience while the 'Smarter Trading' platform held everything together. Stakeholder and performance feedback validated the rollout, confirming that a single strong concept, built with localisation in mind from the start, scales without compromise.