Crypto platform revives Bruce Lee for global campaign

Cryptocurrency and decentralicised finance platform, 1inch, has launched a new international campaign that uses the image of the legendary actor and martial artist, Bruce Lee.

The platform partnered with Talent – an independent creative agency – to develop the campaign, with assistance from the Bruce Lee Family Company. Its 1-minute 21-second film uses artificial intelligence to recreate Lee in various settings, such as using nun chucks on a rooftop, sitting atop a pillar of rocks while using two fingers to hold a boulder, and kicking a barbeque grilling meat patties.

The film also leverages Lee’s one-inch punch, likening the effectiveness and efficiency of 1inch’s app with the famous move.

“I’ve been inspired by Bruce Lee since childhood, when I first took up martial arts. Named after Bruce Lee’s iconic punch, 1inch has always stuck to Bruce Lee’s values including integrity, resilience and a serious approach to every endeavor he pursued,” said 1inch co-founder, Sergej Kunz.

“Now, partnering with the Bruce Lee Family Company feels like the natural next step. I hope it will help spread Bruce Lee’s values alongside the benefits of Web3 to a wider audience.”

Overall, the campaign was designed to embody the iconic entertainer’s precision and wisdom, and distill it into the film’s tagline, “Take crypto SeriousLEE.”

“Bruce Lee’s commitment to mastering diverse disciplines, from filmmaking to winning Hong Kong’s Crown Colony Cha-Cha Championship, was always about taking things seriously,” Talent associate creative directors, Liudmila Kulibaba and Roman Vydashenko, said.

“We wanted to reflect that mindset in this campaign, encouraging people to be as focused and disciplined with their digital investments as Lee was with his craft.

“Whether you’re a crypto veteran or someone just starting to dip your toes into digital finance, the campaign offers an inspiring message: a reminder that we should all take things a bit more “SeriousLEE” in this rapidly evolving digital landscape.”

“We’re excited to have worked with 1inch for the launch of the new marketing campaign featuring Bruce Lee. We all value the importance of innovation and speed, as well as fun and creativity. It has been delightful bringing the ‘Take Crypto SeriousLee’ campaign to fruition and I look forward to our continued partnership,” contributed Bruce Lee’s daughter, Shannon Lee.

Credits
Client: 1inch
Agency: Talent
Production company: Birth
Campaign title: Take Crypto “SeriousLEE”
Format: Digital
Eugene Pakhmutov – Executive Creative Director
Lucy Kulibaba – Associate Creative Director
Roman Vydashenko – Associate Creative Director
Roman Kostuchenko – Strategic Director
Ksenia Luzhnova – Client Service Director
Alexandra Boettcher – Account Director
Asya Grigoryan – Head of Production
Alisa Smirnova – Senior Producer

Production company – Birth France
Producer – Hugo Besson
Producer assistant – Thomas Rolle
Post Production producer – Mateo Lahais
Director – Martin Jalfen
Director of Photography – Galo Olivares
Color grading – Mitch Paulson
Music – PAPA Music
CG – Digital District

Production Service Company Thailand – TA Prod

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Matthew Leong

Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.

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topics 1inch Bruce Lee cryptocurrency Liudmila Kulibaba Roman Vydashenko Shannon Lee The Bruce Lee Family Company

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