The Bold New Face of Global Money Transfers

When WorldRemit earned its New York State license, it entered one of the most competitive financial arenas in the world—dominated by giants like Western Union and MoneyGram, both armed with deep pockets and decades of inertia. Enter Left Off Madison.

WorldRemit had the tech, trust, and traction—millions of customers, award-winning service, and a secure app saving users hundreds each year. What it needed was an idea big enough to make New Yorkers stop, think, and switch. Our task: build awareness, credibility, and conversion among immigrant communities—Africans, Filipinos, Colombians, Jamaicans, and Dominicans—who relied on outdated, expensive money transfer options.

Breaking through in New York meant more than shouting louder—it meant saying something different. So we flipped the script. Instead of asking for trust, we dared audiences not to. Our campaign, “Don’t Trust Us,” took a bold, modern stance in a cluttered category. We invited people to judge WorldRemit by its customers—thousands of five-star reviews, real stories, and transparent savings.

From digital and social activations to street-level ambassadors and geo-targeted OOH, we hit audiences where they live and send love home. Every impression carried one message: trust earned, not bought.

The results were undeniable: awareness surged, app activations exceeded expectations, and engagement soared as users shared their own “Don’t Trust Us” stories. What began as a soft launch became a bold disruptor campaign that positioned WorldRemit as the modern, human alternative to legacy money movers.

For CMOs, this proves a powerful truth: the smartest brands aren’t the loudest—they’re the boldest. WorldRemit managed the day-to-day; Left Off Madison made them impossible to ignore.