• by Fern Siegel , November 5, 2024

Global crypto and Web3 platform Gemini launched an OOH campaign the day before the election.

The company, founded by the twins Cameron and Tyler Winklevoss, will run in New York, Los Angeles, Miami, Dallas and London. Ads are prominent in Madison Square Garden in New York and Heathrow Airport in London.

Some 2,794 ad placements comprise the effort, the first activations planned for major cities worldwide. 

The creative, by Tombras and OOH specialist Quan Media Group, features futuristic art work drawn Matt Griffin, who did film posters for "The Batman," Dune" and "Star Wars." 

The campaign illustrates how crypto can be used for the future of finance. The tag reads: "Go Where Dollars Won’t."

"Our aim with this campaign is to show current and future Gemini customers an optimistic, dynamic future with crypto at its core. Crypto is about boundless optimism and building a better future. As we approach the first U.S. presidential election where crypto has become a major campaign issue, we think this message will resonate with both established crypto power users and new market entrants," Olivia Santarelli, global head of marketing at Gemini, told Agency Daily.

A Gemini study found more than one in five Americans currently own cryptocurrency (21%). Among those, the vast majority (73%) plan to consider a candidate’s stance on crypto when they vote for the next U.S. president.

Both Harris and Trump addressed crypto as a campaign issue.

The two Winklevoss's donated $1 million each in bitcoin to Trump's campaign, per The Guardian. Since they exceeded the maximum amount ($844,600) allowed under federal law, the duo were refunded the overage. Trump pledged to further pro-crypto policies and remove SEC Commission Chairman Gary Gensler, who sued Gemini last year over its crypto lending program.