ENS
A web that helps people like the internet again
Decentralized naming ftw
Strategy, campaign
The internet(s) has gone rogue.
Trolls are louder than ever. Big crypto disasters unravel in the public eye. Elon Musk buys Twitter and the sanity of all its employees with it. Yeah, the internet doesn’t feel like a very good place to be right now.
Web3 was trying to flip the script. But it turns out that Web3 seems to be as esoteric as astral projection etiquette. The mainstream audience doesn’t trust or know what to do with it.
Talk to people who don’t speak crypto.
We helped the ENS team clarify their vision before we brought it all to life with a simple, tangible platform. Real democratization means actually including everyone. So we designed ENS’s campaign to show a more mainstream audience where and how the technology fits into their lives.
To demonstrate that web3 isn’t just a place for mean-spirited bullies and winner-takes-all markets, we juxtaposed mainstream negative perceptions with ENS’s positive vision for the internet. The campaign work highlights the difference between the “old” internet (feels bad) and “the new” internet (feels better). And we did it all with language that was entertaining and easy to understand.
