Gemini: The Revolution Needs Rules by Interesting Development

Client: Gemini
Date: Jan 2019
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Gemini, the digital asset exchange founded and led by internet entrepreneurs, Cameron and Tyler Winklevoss, wants rules for the cryptocurrency revolution, and the company is taking to the streets and media of New York to make a case.

The theme of the campaign is ‘The Revolution Needs Rules’ – which is based on the core belief of Gemini’s founders that cryptocurrency is a revolutionary force that will forever change how money works, but that it also needs to be regulated and secure in order for that revolution to be successful.

A full-page ad in The New York Times by the Winklevoss twins serves as an open letter to Wall Street and the crypto industry sharing Gemini’s manifesto.

Throughout the week, a Gemini-branded crypto bus will travel the streets of New York City – up and down crypto alley in the Flatiron neighborhood and through the financial corridors in midtown and downtown.

Gemini is also debuting a New York City out of home (OOH) campaign spanning subways, taxi toppers, phone kiosks and a billboard at 15 Broad Street in the financial district. The OOH ads feature illustrations representing American Revolutionary times, done in a pointillist style resembling American paper currency, with statements such as “The Revolution Needs Rules,” ”Money Has a Future,” and “Crypto Without Chaos.”

Credits

Client: Gemini

Ad Agency: Interesting Development

Paul Caiozzo, Chief Creative Officer

Nathan Frank, Executive Creative Director

Johan Leandersson, Creative Director

Prit Patel, Copywriter

Mai Huynh, Head of Production

Ben Latimer, Executive Producer

Tamera Geddes, Managing Director

Production Company: Giant Propeller

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