TAKE CTRL

Problem

Dutch digital rights organisation Bits of Freedom does whatever it takes to safeguard our online freedom. In exchange for donations, monthly donors receive a private and untraceable email service. How do we recruit new donors in exchange for a @freedom.nl email account?

Solution

Not unlike John Lennon and Yoko Ono’s bed-ins for world peace, we set up a web-in: a twelve hour live stream ‘protest’. Authors, influencers and industry experts joined the bed and the discussion on Twitter all day.

Creative

The web-in was promoted and explained with copy-based signs and ads calling for ‘more power to the passw*rd’, and making the secret online spies and malware producers ‘eat their own cookies’.