BRIEFING
Binance is a blockchain services provider, which houses the world’s largest cryptocurrency exchange, a NFT marketplace, Fan Tokens and many other financial products. Binance is on a mission to increase the freedom of money globally. Everyone with access to the internet can participate and is invited to this new financial system, changing the way people transact, exchange and store their wealth.
The brief was easier asked than resolved. The assignment was to find an impactful and PR-worthy activation to get more people on a global scale to get into crypto and to change the world by doing so.
PROCESS
We received 36 submissions from eager creative teams. Judging went on until even after the first young dogs poured in for Result Night, due to the extraordinary amount of groundbreaking ideas. The work was reviewed by the client, Anne Stokvis from N=5 and Geert Eichhorn from Media.Monks.
RESULT
In the end, Darryl Soh & Aiyana Zammit won over both client and CDs with their concept 'The Decentralized Leader'. With this idea that surpassed the original brief, the team managed to make "the most democratic coin" even more democratic by tackling financial inequality on a structural and political level. With this idea, Binance could give the world population a seat at the table of the world's most influential decision makers - powered by Binance. We were all impressed, to say the least.
Congrats, team! See you in Cannes.