Since its inception, Coinbase has focused on helping everyone—from total beginners to advanced traders—access cryptocurrency with an easy to use, safe and secure platform. While they have grown rapidly over the years without mass brand exposure, they hit a tipping point in 2021 and needed to take their mission to the next level. Their goal was to enable 1 billion people to access the cryptoeconomy—a lofty growth goal from the already massive 73 million people they serviced by the end of 2022. So the business challenge we addressed was twofold: (1) introduce Coinbase to the masses while breaking through the clutter of their competition, and (2) get people to engage in a way that’s authentic to Coinbase’s crypto-native roots. Cryptocurrency saw strong awareness growth in 2021, but nearly two-thirds of all Americans still didn’t understand cryptocurrency and didn’t think crypto was for “people like them.” However, 45% of the growth audience said they’d be more likely to consider crypto if someone guided them through the process. Simplifying this insight further: the best way to learn is to do. And thus, “Less Talk, More Bitcoin'' was born. Our idea centered on creating a mass participation moment to bring newcomers into the cryptoeconomy in the simplest way—by showing them that getting involved is as easy as downloading an app. The Super Bowl is America’s biggest stage for advertising with 112 million viewers tuning in. Not only that, our research showed that the Super Bowl reached 70% of our bullseye Crypto Beginner audience, making it the perfect platform to introduce Coinbase and ignite mass participation.