THE NAKAMOTO PROJECT
Industry: Fintech / Non-Profit
CHALLENGE
The Nakamoto Project is a nonprofit that aims to educate the public about Bitcoin, build cultural capital to accelerate adoption, and normalize its use for everyday Americans. The task: create the first advertising campaign for Bitcoin, aimed at investment professionals who see it as speculative noise.
INSIGHT
Individuals don’t need to own Bitcoin to recognize its structural significance, and investors don’t need to understand everything about it to consider a measured allocation. They just need a credible resource to educate themselves on what matters most to them, in plain English. Giving them permission not to fully “get it” lowers the barrier to taking it seriously and ultimately adopting it.
SOLUTION
Develop a traditional media campaign for a modern currency, anchored by a monthly series of expert essays in The Wall Street Journal. Each essay tackles one core investor concern, from volatility to legitimacy, supported by a full-page ad on the same theme and small-space ads on others, in print and online. Every bold, headline-driven ad points readers to gettingbitcoin.org, the home for the expert essay series, explainers, and research.
RESULT
The campaign is still running. Results to come.
Deliverables: editorial essay series, full-page and small-space newspaper ads, digital banners, website
Roles: concept, brand strategy, creative direction, copywriting
