3.1m
impressions in 3 days
200%
higher TRC than industry average
100x
increase in searches for World ID
The Challenge
Bring the conversation into the real world.
This OOH campaign took things fully offline. With real world captchas placed next to familiar objects, Iris and World ID spotlighted the increasingly difficult and ineffective ways we are asked to prove we are human.
At the base of each installation was the message: “there’s a better way to prove you’re human” and a QR code directing passersby to World ID.
From a shared frustration, people were now aware of World ID’s offering – enabling people to verify they’re real and unique humans, without sharing any personal data.
The Approach
Bring the conversation into the real world.
This OOH campaign took things fully offline. With real world captchas placed next to familiar objects, Iris and World ID spotlighted the increasingly difficult and ineffective ways we are asked to prove we are human.
At the base of each installation was the message: “there’s a better way to prove you’re human” and a QR code directing passersby to World ID.
From a shared frustration, people were now aware of World ID’s offering – enabling people to verify they’re real and unique humans, without sharing any personal data.
John Patroulis, Chief Marketing Officer, Tools For Humanity
To make people aware of the ease of World ID it, we reminded them just how ridiculous the current method actually is. With real world captchas, we’re trying to capture attention with something as playful as it is provocative.