Zlatan Ibrahimović and Tyson Fury.

XTB wanted to get people talking more openly about money, a subject many still avoid. The company says the campaign, its largest to date, sets out to present investing as something to be proud of rather than embarrassed by.

Created with 180heartbeats + JUNG v MATT, the work treats money and investing as tools for reaching personal goals, gaining independence and having more control over everyday life. A main brand film with both ambassadors leads, supported by shorter cuts in several formats, stories of different investors and the decisions they are proud of, and spots showing features of the XTB app. Everything was shot in Warsaw, where Fury, who joins Ibrahimović (an XTB ambassador since 2024), filmed his part in May. The campaign runs on digital, TV, video on demand, out-of-home and digital out-of-home, with radio and cinema in some markets. Besides MENA, it covers Germany, France, Poland, the Czech Republic, Slovakia, Romania, Portugal, Hungary, Chile and Indonesia, and a separate outdoor campaign runs across Dubai.