Bullish has partnered with Gainbridge, an online annuity and life insurance agency, to launch a consumer-focused campaign emphasizing financial protection in uncertain times. The campaign, accompanied by the introduction of a direct-to-consumer annuities site, employs TV, digital, print, and out-of-home featuring historical figures to convey its message. Gainbridge aims to showcase the value of its annuity products in a time when hot investment areas like cryptocurrency can be uncertain, offering a fresh and nonjudgmental approach to launching its brand. The campaign empowers consumers and their financial beliefs while transforming the category.