Welcome to Greenflag.
Sumsub gave the 627 million people shut out of digital services by identity checks a country of their own, Greenflag, to show businesses they were missing the world's third-largest market.
- Brand
- Sumsub
- Agency
- Cloudfactory
- Market
- Global
- Region
- Global
- Year
- 2024
The challenge
Verification company Sumsub wanted businesses to rethink checks that exclude people over documents, language or photos. Businesses that ignored the social issue would still care about lost customers.
The idea
With research from The Catalyst Group, Cloudfactory sized the excluded population at 627 million people with $1.75 trillion in spending power, 26% of the digital economy by the entry's figures, and presented it as a new nation. A film built around a server floating lost at sea led to a website and white paper. It launched on 10 October, World Inclusion Day, across the Middle East, North America, APAC, the UK and Europe, and was shown at tech events in London, Dubai and Singapore.
Results
- 272 million media reach and 17.35 million social reach, according to the Dubai Lynx entry
- Use of non-document verification checks among Sumsub clients up 338% year on year, by the entry's figures
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Creative Strategy – Data & AnalyticsSilver
- Dubai Lynx 2025Creative Strategy – Corporate Purpose & Social ResponsibilityBronze
- MUSE Creative Awards 2025Branded Content - B2BPlatinum
Credits
- Creative agency and PR
- Cloudfactory
- Production
- Be Sweet Films
- Additional company
- Idea Tree
- Creative Director, Cloudfactory
- Cesar Garcia
- Copywriter, Cloudfactory
- Ross Fowler
- Art Director, Cloudfactory
- Jack McPartland
- Strategy Director, Cloudfactory
- Diana Machado
- Managing Director, Cloudfactory
- Sandeep Chawla
- Brand Director, Cloudfactory
- Ellie Vincent
- Brand Director, Cloudfactory
- Lennard Franken
- Senior Business Development Manager, Cloudfactory
- Sophia Prendeville
- Director, Be Sweet
- Huga Menduiña
- Producer, Be Sweet
- Claudia Baurier
- Editor, Be Sweet
- Javier Martinez
- Color Grading Artist, Be Sweet
- Xavi Santolaya
- Flame Operator, Be Sweet
- Jose Panadero
- Sound Engineer, Be Sweet
- Xevi Estudi
- Researcher, The Catalyst Group
- Pascal Koot
- Researcher, Be Sweet
- Rachel Gerads
- Chief Marketing Officer, Sumsub
- Julia Kim
- Brand and Creative Director, Sumsub
- Vitaliy Gribanov
- Head of Communications, Sumsub
- Anna Treshcheva
- Senior PR Manager, Sumsub
- Kanayo Agwunobi
- Marketing Operations Specialist, Sumsub
- Verona Ivanova
