As a global leader in payment technologies, G+D creates unforgettable payment experiences across the physical and—supported by its digital powerhouse Netcetera—digital payment arenas. The company ships over 500 million payment cards annually and is trusted by eight out of ten top financial institutions worldwide.

Money20/20 is a leading global conference for people and businesses across the financial ecosystem. For G+D, it represents an unmissable opportunity to cut through the noise and make an impression on the world stage.

THE CHALLENGE

G+D’s wide range of products and solutions—and their diverse market fit—create a particularly complex and layered set of messages that requires a clear, simple, compelling, and creative vehicle to convey their excellence in the PayTech space. The Fold was tasked with creating a campaign identity that embraced the multi-faceted nature of G+D’s offering in a single execution. With significant footfall at the show, anything we created needed to be simple yet eye-catching to grab people’s attention and leave a lasting impression.

THE BIG IDEA

Unleash the power of PayTech. Transform your everyday banking and payment experiences, making them more secure, customer-centric, seamless, and innovative than ever.

How we did it

As a longtime partner of G+D, we were extremely familiar with their solution suite, so we created a hero approach centred around “unleashing” G+D’s power and potential. For 2025, we supplemented that with honed and targeted sub-messaging around four key capabilities—unlocking phygital experiences, creating trust with passkeys, enhancing prestige payment eperiences, and elevating eCommerce. This messaging would then explore the solutions that made this possible.

We went on to create a fresh and dynamic campaign identity that resonated with G+D’s core brand. . We created the campaign graphic system to unify the four themes. However, each theme was distinguished with a variation on the creative wrapper. This approach allows each individual theme to shine through without losing the cohesion of the overall “unleashing” message.

We then created an interactive video series that played out across three large vertical screens on-stand, where visitors could explore the power and potential of G+D's digital payments and banking solutions at their own pace, while also ensuring that the visuals were compelling enough to catch the eye from a distance.

We supported this theatre-like digital experience with strong physical and printed assets across the stand, such as informative and engaging explanations of the physical artefacts—such as payment cards made from various materials, innovative packaging solutions, and even the opportunity for visitors to create their own payment card design with generative AI.

The results

Money 20/20 2025 takes place from June 6th to 8th in Amsterdam. We have received extremely positive feedback from the client and will soon update this case study with updated impacts.