The Gate Wins Capital Spreads Pitch

The Gate continues its impressive new business run, winning the Capital Spreads account after a four way pitch. The pitch winning idea 'Master the up and down', was inspired by the emotional roller-coaster which spread betters go on when trading.

In the campaign, the oceans are used as a metaphor for the markets - sometimes calm, sometimes volatile. The spread better is portrayed as the surfer, the surfboard being the Capital Spreads platform.
"We want to inject some energy and excitement into a very dull and formulaic category," said Alistair Ross, Creative Partner at The Gate. "Surfing felt like a great visual metaphor for these guys who go out everyday, looking to ride the markets, where the risks are high but so too is the buzz and the chance of big rewards. Everything I have seen from the category feels very dry and technical at best, yet we know the emotional ride these traders go on. That was our Predatory Thinking here. If you can show emotional empathy with your audience, they will trust the rational messages your are trying to convey."
The campaign launches on Bloomberg and CNBC, with supporting transvison, digital six sheet, print and online display media.