Equidate Inc.
Equidate Inc. - work done at Teak in 2018
Senior Copywriter / CD
Equidate empowers the companies, investors, employees, and institutions that build our future by opening up the private market to everyone. They provide unparalleled access and opportunity to trade private equity and raise funding for private tech companies.
Equidate came to us with an opportunity: a year-long advertising campaign in one of the busiest train stations in Silicon Valley, 4th & King St Caltrain Station. They also came with a problem: their name and look were changing half-way through their already purchased ad space. Our challenge was to educate and inspire an audience about a new category, but without building equity in a changing brand.
We solved this by creating a series of mysterious and provacative statements that led people down a rabbit hole. When they emerged on the other side, Forge, Equidate’s new brand, said hello.
Secret information was coded in different languages.
"The number of publicly traded companies has
halved
since the first Pokemon was captured in 1996."
since the first Pokemon was captured in 1996."
“Our VP of Engineering can’t even code.”
“In a remote workspace, no one can hear you scream.”
Hidden information pushed people to SecretsOfStartups.com, a landing page experience that translated the lines from the ads and acted as a place where users could share their own startup secrets.
I came up with the ‘hidden information’ language concept, the use of hieroglyphics as code and wrote lines.
Creative Director: Kevin Gammon
Design Director: Oliver Careon
ACD: Kevin Oberbauer
Motion: Lauren Koenig
Agency: Teak
Kevin has no memory of his life before copywriting. It has been said that he arrived on Earth in a small altoids tin, along with a receipt for sungalasses. However, based on interviews, two weeks of archival research, and machine analysis of the scars and abrasions on his elbows and knees, it can be said with a confidence interval of 95% that before his current life he was for many millenia an amoeba, a wooden spoon, and then a teacup.