360 CAMPAIGN
Unbreak the Internet
The internet shouldn’t belong to a handful of tech monopolies. So we decided to call out their stranglehold on the digital advertising ecosystem and unfair business practices with a campaign that eventually grew into a brand platform. All in the name of keeping the internet free and open for everyone.
Creative
Video, out-of-home, display, search, email, web
A multi-phased approach
The campaign saw life across two phases — the first a general rallying cry against Big Tech’s hegemony (2023), while the second went at Google’s “will-they-won’t-they” approach to ditching the cookie and to promote our own open source identity alternative (2024).
Phase 2 :30
Phase 2 :30
NYC Oculus
We wanted our message out loud and clear. Over the course of the two-year campaign, we took every opportunity to do just that with some spectacular digital out-of-home placements.
A closer look at the messaging
Best viewed on desktop.
Swiping at Google
In 2023, we strategically targeted OOH placements to reach attendees of Google’s NewFronts TV event. This one’s a mock, but I swear this really happened.
Bryant Park Spectacular
Cannes Lions 2023
We themed our Cannes tent with the campaign, and brought our message to the Palais via OOH placements.
