UAE – Dubai | Oct 22: XTB, one of the fastest-growing investment apps globally, launches the largest advertising campaign in its history. For the first time, the brand engages two global ambassadors simultaneously – joining Zlatan Ibrahimović is former heavy-weight world champion Tyson Fury. The campaign will span four continents, and its main goal is to overcome the hesitation that still surrounds talking about and managing money.
For generations, talking about money has been clouded by hesitation and silence, treating personal wealth as a taboo rather than a milestone. In its latest campaign, XTB breaks through these old constraints to celebrate financial growth as a powerful act of self-determination. Investing isn’t just about managing numbers, it is an inspiring journey of taking control of your future, honoring your hard work, and standing proud of every step toward lasting financial independence.
The main idea behind the campaign is to show that money, including investing, is not an end in itself. Instead, it can be one of the tools that help achieve previously set goals, build greater independence, and gain more control over one’s life. Therefore, setting aside your first money, creating a household budget, as well as starting to invest can all be an important step and a reason to be proud.
Tyson Fury joins Zlatan Ibrahimović
Two global XTB ambassadors will encourage greater openness in financial discussions and pride in financial decisions. Joining Zlatan Ibrahimović, who has been associated with XTB investment app since 2024, is Tyson Fury – former heavy-weight world champion and one of the most recognizable boxers of his generation.
The central element of the campaign will be the main brand spot featuring both ambassadors. It will be accompanied by further advertising assets across various formats and lengths. Individual stories will showcase different types of investors, their life goals, and decisions they can be proud of. The campaign will also present the broad capabilities of the XTB investment app.
“This global campaign represents a pivotal moment for XTB in the MENA region. Financial independence and smart money management remain conversation starters, and that’s our opportunity,” said Achraf Drid, Managing Director at XTB MENA. “By bringing Zlatan and Tyson’s voices to MENA audiences, we’re championing a vision where investing is a source of pride, not shame. This campaign demonstrates XTB’s commitment to empowering millions across the Middle East and North Africa to take control of their financial futures with confidence and clarity.”
The scale of the campaign is the largest in the brand’s history. XTB has planned activities across four continents, with strategic rollouts in the MENA region, Europe (Germany, France, Poland, the Czech Republic, Slovakia, Romania, Portugal, Hungary), Latin America (Chile), and Asia-Pacific (Indonesia), establishing a truly global reach.
Ads featuring Zlatan Ibrahimović and Tyson Fury will appear across digital channels, television, and VOD platforms. The campaign will also have a wide presence in public spaces through out-of-home and digital out-of-home formats. In select markets, activities will additionally include radio and cinemas.
To complement the global digital and broadcast rollout, there will also be an outdoor advertising campaign across Dubai, bringing the campaign’s message to audiences throughout the city. This outdoor strategy reinforces XTB’s commitment to reaching traders and investors widely across the MENA region’s most dynamic financial hub.
All advertising materials for the campaign were produced in Warsaw, which became the meeting place for two global sports stars during production. The campaign concept was prepared in collaboration with the 180heartbeats + Jung v Matt agency. Production was handled by the Birdhouse production house, and post-production by Rio de Post. The spots were directed by Marcin Filipek. The main director of photography and music composer was Michał Dąbal (Ajron), while the photo shoot was shot by Kamil Kotarba. Media planning is jointly handled by Quantum Communication alongside XTB.