CMC Risk Persona

The brief originally came to us as chance to localise a global risk persona campaign, featuring top sports people in Singapore. The goal is to draw parallels between trading and top athletes taking the calculated risks to take their game to the next level. We took the brief further, contextualising it for Singapore’s local perceptions and stereotypes, to better reframe the brief. Instead of focusing purely on sportspeople, we instead expanded the brief to include trailblazers from all walks of life, who have conquered and built an unconventional career compared to the typical Singaporean. Our Approach: Drawing parallels between trading and trailblazing, we want to CMC Markets to be known as the platform that helps traders take calculated risks and take their game to the next level. Through 3 trailblazers from different walks of life, we characterised trading through three key traits: Tenacity Calculated Risk Radical