Huge growth audience but little brand awareness. Instead of an ad, we did it the Cash App way, fueling authentic culture, sparking social connection —here in the form of a Carin Leon x Edgar Barrera x Stillz x Checo collab— and bringing community together IRL.

First vid is the case study
Second vid is the music video

x CD Noel Tantinyá
x Film Director Stillz
x Photographer Adriana Roslin
x Illustration Brandon Land
x Design Andrew Chu

Aligning values between brand and creators (Director Dave Free and Kendrick as pgLang in this case) is often the work before the actual work. Artistic values, sure, (we of course deferred all), but also shared viewpoints on (life) mission and follow-through. This video played before the intro of every stop on his 2022 tour, with pop-up community fund-raising made super easy via Cash App.

x pgLang
Cannes Lion x2

Talking about money makes people uncomfortable but is also exactly what helps us all share information and learn. So we created a TikTok filter that loosened financial conversation’s tie to become a fun game about over-sharing. Everybody won.

Best Branded Filter, Webby's 2023
One Show Social Activation Bronze

Cash App’s first ever brand platform, That’s Money stands to reinvent what currency means every time you use it. Knowledge is currency. Security is currency. Community is currency. Access is currency. And finally, Cash App is currency, allowing people to exchange their own definitions of social and financial value as fluidly and creatively as they like.

DID YOU KNOW Americans have about 5 besties. Same as Cash App customer P2P transfer networks, about 5 fave Ps. So we had a lot of fun putting Cash App in the center of social circles facilitating fun times in video and DigitalOOH.

x Director Kenny Herzog / O-Positive

By definition, currency creates an exchange of value. But does it always have to be money? What if honest conversation about uncomfortable topics like money was an exchange of value? What if comfortable relationships were the perfect medium to explore our discomfort? The work behind the scenes to (finally) show real customers in all their unscripted authentic not-an-expert glory was the real win here.

x DEPT