The Brief

Generate mass coverage within business and crypto media on the world-first auction of Steve Jobs’ 1973 job application alongside its NFT version.

The Strategy

Back in 2021, NFTs were still emerging, sparking regular global conversation around their use, value and application. We decided to hi-jack the chatter and let the world decide once and for all whether NFTs or the real thing are more valuable.

The Execution

We needed to get the influential business and crypto press engaged early to build up hype. We pre-briefed 10 of the most important titles and asked for their opinion on how the auction would go, and it’s safe to say they loved the concept of the story.

During the week of auction coverage appeared across the world including on some of the most respected finance and crypto TV shows including Jim Cramer of Mad Money.