A full page ad in the New York Times ushered in a new voice in cryptocurrency. Gemini, the digital asset exchange started by Cameron & Tyler Winklevoss, called for rules for the crypto-revolution. In more traditional categories, safety and security might have been a quieter communication, but in crypto, an independent universe that holds liberty as a core principle, we knew it would be a wildly provocative statement. A local run of OOH ads targeted primarily on Wall Street and in near Silicon Alley, immediately received international attention as the Crypto community erupted in opposition. The initial furor quickly gave way to understanding, as it became clear that the campaign was attracting a new, much broader audience to crypto.