Crypto Awareness

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When asked to write scripts for a new crypto awareness campaign, I was instructed to convey the “tech, modernity, and excitement” of crypto without getting lost in the space entirely. My first concept was playing on that story of the “nerd” hitting it big with Bitcoin, and then offering the audience the chance to become that underdog hero, by trying our coins (and maybe hitting it big!).

Our creative director felt that though younger generations (our target audience) have embraced the idea of the “nerd,” that verbiage might turn off other age demographics. With my second concept, I kept the idea of “find the next big coin” but pivoted to a framing message of FOMO (“Are you missing out on the thing everyone else is doing?”), while emphasizing that our product is helping to ensure a better future for you.