Block

Getting policymakers to rethink bitcoin payments.

It’s not crypto. It’s currency.

Industry

FinTech, Crypto

Services

Campaign Strategy, Campaign Creative, Campaign Production

Launched

2026

Challenge

Block had recently launched bitcoin payments on Square, effectively transforming bitcoin from investment hedge to cash equivalent overnight. The problem, however, is the existing tax policy around bitcoin doesn’t encourage its use as money. Bitcoin’s treated like an asset, but Block’s position (and rightly so) is that buying a cup of coffee with bitcoin shouldn’t trigger capital gains tax. With an upcoming crypto legislation vote due in 2026, Block wanted to get a message out to policymakers, staffers, and constituents about the importance of passing a bitcoin de minimis tax exemption with a powerful campaign and stunty D.C. takeover.

Approach

To put things into perspective for policymakers, we oriented creative around the idea “Bitcoin isn’t crypto, it’s currency.” as a way to contextualize the benefit bitcoin can have for the American people and economy. Look and feel was transparent, editorial sophistication. Copy was provocative and somewhat assertive. From a massive downtown D.C. OOH takeover to a Block-branded food truck that gave out free coffee and donuts, we treated each touchpoint of the campaign as an opportunity to educate and drive action. Every element had a QR that would take users to a site where they could reach out to their reps with a direct message in support of a de minimis exemption. As of early 2026, the vote still hasn’t happened. We’ll have to wait and see if policymakers think bitcoin should be treated like everyday money.