Responses by Olivia Santarelli, global head of marketing, Gemini.
Background: The campaign Go Where Dollars Won’t showcases how crypto can be used over the next 100 years and beyond, all while inviting viewers to become pioneers in this new frontier of financial innovation. It was released the day before the first presidential election in which crypto became a major campaign issue for the first time.
According to Gemini data released earlier this year, three in four crypto owners in the United States planned to consider a candidate’s crypto stance when they vote. The creative theme, “Go Where Dollars Won’t,” emphasizes exploration, growth and crypto’s limitless potential for crypto holders and those who are interested in financial innovation.
Design thinking: We wanted to create a campaign that redefined out of home and traditional crypto advertising by creating beautiful and inspiring artwork that gives people a reason to stop and think about the future in a positive way.
Challenges: Balancing the imagery of a bright, beautiful future with our desire to create images that were relatable and understandable at a glance. We wanted viewers to think about the future and the currency they’d be using in the future, without focusing too heavily on the product.
Favorite details: We’re particularly proud of our woolly mammoth. Gemini’s founders, Cameron and Tyler Winklevoss, are invested in a startup called Colossal that is reviving the woolly mammoth from extinction, among many other species. So, its inclusion was a nod to their interests as investors and a visual anchor that represents the promise of technology to solve big, thorny challenges such as extinction.
Visual influences: The beautiful imagery behind the Dune series and Star Wars fueled our imaginations when creating this campaign. Multimedia artist Matt Griffin possesses the rare ability to translate visions of the future to audiences so that they are relatable and exciting today.
Time constraints: Time constraints are always a challenge, especially as we wanted to align this work with the presidential election in the United States. However, we have an established team working behind us on this project with ad agency Tombras, Quan Media Group and Matt Griffin. Because of this team’s expertise, we were able to handle time constraints with ease.
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