Cboe | Life is Better With Options
Opportunity
Having invented listed options in 1973, Cboe wanted to reclaim ownership of the category and reinforce its position as a leader in options trading. Following decades of growth and acquisitions, the brand needed a clear, unified story that would inspire more investors to trade Cboe Index Options.
More than 50% of investors still invest in a single fund because they are unaware that other options exist. Options can help investors manage risk and create flexibility, but the value of those benefits can be difficult to communicate through traditional financial advertising. Rather than adding to the industry’s complexity, Cboe needed to make options feel relevant and accessible to a broader audience.
Approach
Cboe trusted tms with a broad creative remit, giving the team the opportunity to define the strategic brief and develop the campaign from the ground up.
Instead of trying to explain the complex benefits of options within the limits of traditional media, tms flipped the challenge on its head. We created “Life is Better With Options”, a campaign imagining what life would look like without choice.
The hero film follows Thomas through a softly dystopian city of uniform streets, matching cars and identical haircuts. Everything offers only the illusion of choice until Thomas discovers an option for the first time – and experiences a freedom he did not know was missing.
Originally developed for retail investors, the idea evolved into a wider global brand campaign. tms led the project from strategy and creative development through to international film production and creative versioning. Working across a highly regulated industry, we adapted the campaign to meet different market requirements without losing the clarity or impact of its central idea.
Outcome
“Life is Better With Options” helped Cboe reclaim ownership of the options category and reinforce its dominant position as a category leader by transforming a complex investment proposition into a distinctive and accessible global brand platform.
The campaign drove measurable behavior change, contributing to significant increases in index options trading following its launch. It also earned 25 awards and industry recognitions, including three distinctions at the 2026 Red Dot Brands & Communication Design Awards and Best in Show – Consumer at the Financial Communications Society Portfolio Awards.
Results
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Cboe wins bronze at ANA B2 Awards for its HOOD Summit activation
The Association of National Advertisers (ANA) recently announced the winners of the 2025 ANA B2 Awards, with Cboe taking home bronze. This award recognizes the best in B2B marketing excellence, and winners were announced at the gala event on June 3.
Cboe was recognized for its index options activation at the inaugural HOOD Summit, challenging traders to think differently about investing.
As the exclusive exchange conference sponsor at the HOOD Summit for Robinhood power users in Miami, there was an opportunity to educate those who were not familiar with index options in an engaging way. Robinhood announced at the conference that index options were coming to the platform for the first time, with attendees gaining early access.
tms collaborated with Cboe to create an interactive activation designed to educate traders about index options. The experience was built around a clear visual metaphor: a physical wall of all white sneakers representing limited choices – contrasted with a singular, bold, customized pair of Cboe shoes to represent that “life is better with options.” Cboe associates also wore the customized shoes throughout the event, helping visitors see how Cboe’s index options stand out when it comes to investing.
After scanning a code on their phone, attendees were guided through a digital experience showcasing the advantages of Cboe’s index options – including tax efficiencies, cash settlement, global trading hours, and no early exercise. Those who completed the journey received a Nike gift card to customize their own shoes, along with a gift bag containing ticker-printed shoelaces and a link to an in-depth index options guide.
This recognition is a proud moment for both Cboe and tms – Together, we transformed a complex financial product into a memorable experience that sparked curiosity and drove real engagement. By blending creativity with education, we helped Cboe stand out in a crowded space and reminded traders that life really is better with options.
Congratulations to Cboe and all the other 2025 ANA B2 Award winners – to view the full list of winners, visit ANA’s website.
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