What do you do when your client’s No. 1 KPI is to change the world? That was Jeffrey Burns’, founder and CEO of Blockchains LLC, audacious challenge. His plan – to change our way of life for the better by building a city on 67,000 acres in the middle of the desert that runs completely off the theory of blockchain.

It was a big ask that needed a big response.

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So, we strategically developed and executed an integrated marketing and communications plan that included brand development, films, print, outdoor, a digital ecosystem, a tech summit with Elon Musk and other industry leaders, a media takeover of a foreign country (Prague), building projections, a hologram, schematics of a city, and a launch event that blew away an audience that is tough to impress.

And we did it all in five months.

R&R was originally brought into the picture through our government affairs team on a small issue involving the land that Blockchains LLC had purchased for the project. But as we learned more about our client’s goals, it became apparent that this was more than just a campaign – this was a movement.







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This work won Adweek’s Experiential Awards “Activation of the Year”

The Work