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 signed by the Winklevoss twins serves as an open letter to Wall Street and the crypto industry sharing Gemini’s manifesto, which includes: 1. Build the Rules; 2. Play by the Rules; 3. Value Security Over Profit; 4. Be Principled; and 5. Pay it Forward.
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 staff, including the Winklevosses, will join the bus at a parked location to speak with New Yorkers about cryptocurrency in a Q&A-style format.
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.”
Independent creative agency, Interesting Development, worked with Gemini on brand strategy and oversaw the creative campaign. See the work by clicking on the Creative Works box below.