Not gonna lie, I’m especially proud of this one.

Worldcoin isn’t really about cryptocurrency. That’s just the hook. The actual product is World ID: a cutting-edge authentication tool that lets people prove they’re human online without revealing any personal data.

They had just opened their first verification stores in Berlin and wanted a city-wide campaign as their first comms in Europe. Sounds great. But how do you communicate a brand with a misleading name and a product that’s hard to grasp?

We decided to simplify the concept and focus on the core. World ID is all about being human. Our campaign had to be too.

There is one thing that separates us from ever-advancing AI: Our little imperfections. You know, no robot replies “you too” when a waiter says “enjoy.”

So, with a Berlin-wide OOH campaign, we embraced human quirks and contradictions. The process was oddly personal. I basically poured out my own quirks as headlines, hoping others would recognise themselves in them.

Then I saw my contradictions plastered across the city I live in. There was something strangely satisfying about it. Maybe that’s also part of being human. The client was also satisfied. Satisfied enough to adapt the campaign to other key markets like Indonesia, Argentina, and Mexico.

And then something I genuinely didn’t expect happened. You Must Be Human won Silver for Copywriting at Cannes. Winning at Cannes is always something. But it hits different when it’s for copy.