Coinbase Canada finds cracks in the system
The spots were directed by Knucklehead's Matthew Swanson, through is production company Skin + Bones.
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Coinbase Canada has some questions for the Canadian Financial System.
Questions like “Why?” and “Who is this for?” With its first brand campaign, “Cracks in the System,” the cryptocurrency magnate pokes fun at the more antiquated and frustrating aspects of the way Canadians do banking. Directed by Matthew Swanson, the films let the cracks become chasms and find humour in the absurdity, the reality of modern banking is plenty absurd.
According to research by Angus Reid, 83% of Canadians think the global financial system needs change. Meanwhile, 91% of Canadians believe big banks put profit ahead of their customers. Canadians visit a bank branch an average of 15 times yearly, and collectively pay billions annually in banking fees. “Cracks in the System” offers a wry alternative, gently nudging viewers toward a more modern and efficient financial future. Each film unravels the logic behind the current system through comedic monologues: in one, a woman’s internal thoughts spiral into an external scream as she questions why banks are only open when she’s at work. In another, a banker delivers an auctioneer-speed rant about endless fees and charges, to the dismay of a confused customer.
Shot on 35mm, Swanson and cinematographer Daniel Voldheim leaned into vintage visual references to underscore just how antiquated the current system feels. The choice of celluloid gives the films a tactile, time-locked quality, creating a world that feels increasingly disconnected from the digital-first lives Canadians actually lead. While the campaign highlights the inefficiencies of legacy banking, it positions Coinbase Canada as a modern solution: digital customer service, fewer fees, more rewards, and, critically, no need for in-person branch visits. The campaign is stylised, but never wacky, grounded, textural, and cinematically solid. That tone is embodied perfectly by its lead: real-life livestock auctioneer Will Gregory, who had never acted before stepping into the role of the banker.
Swanson said: “Going to the bank in Canada has always been a bit of a comedy of errors. As a Canadian, I’ve paid these fees and waited in these lines, so when I first read the creative, it hit very close to home. These films are painfully relatable, and that’s exactly the point. It was an honour to have Coinbase Canada trust me with their first brand campaign.”
Lucas Matheson, CEO of Coinbase Canada adds: “The first brand campaign in Canada, is a major milestone and signal of our commitment to support an updated financial system for Canadians. Canadians have new long term financial partners like Coinbase to build wealth and store value. We’re excited to start a conversation with Canadians about how crypto can be part of an updated financial system that has lower fees, faster speeds, and gives greater control over their personal finances.”
