Context
Starting July 1st, the MiCA deadline forces European investors to choose between moving their assets to regulated, legally compliant platforms or risking frozen funds and service cutoffs on non-compliant exchanges.
Problem
Deadlines don’t matter until they become consequences. Even with July 1 coming up, 60% of EU crypto traders still use unlicensed exchanges. But after July 1, if your exchange fails to get the licence, no recovery phrase can recover what an unlicensed platform can’t legally hold.
Idea
So let’s write the warning in the one format crypto trusts most… the recovery phrase.
The campaign launched in late June 2026 across Italian, French, German and Dutch financial magazines.
Context
Problem
Idea
Starting July 1st, the MiCA deadline forces European investors to choose between moving their assets to regulated, legally compliant platforms or risking frozen funds and service cutoffs on non-compliant exchanges.
Deadlines don’t matter until they become consequences. Even with July 1 coming up, 60% of EU crypto traders still use unlicensed exchanges. But after July 1, if your exchange fails to get the licence, no recovery phrase can recover what an unlicensed platform can’t legally hold.
So let’s write the warning in the one format crypto trusts most… the recovery phrase.
The campaign launched in late June 2026 across Italian, French, German and Dutch financial magazines.
Agency: LePub Amsterdam
Chief Creative Officer: Kika Douglas
Exec. Creative Director: Sandrine Le Goff
Creative directors: Santi Urso & Khlauss Feldhaus
Copywriter: Tanguy Maimbourg
Art director: Anna Freire