Human and You Know It // World

As AI becomes more embedded in our daily lives, the concept of human identity is shifting—from something that’s simply assumed to something we may soon need to prove. That idea is at the heart of this campaign for World - a company helping people verify their humanity in an AI-driven world. To bring this message to life, we tapped into something universally understood: emotion.

Directed by Jim Jenkins, we reimagined the familiar childhood song “If You’re Happy and You Know It” to reframe a complex innovation into something warm, hopeful, and deeply human. Rather than explaining the technology in practical terms, the campaign aims to spark an emotional connection. It invites people everywhere to stand up as humans and reminds us all that humanity is still very much worth celebrating.

The No Bot Shop was a one-day pop-up event in Los Angeles  that aimed to give limited-edition items to real people, not bots. Attendees with a verified World ID could spin a prize wheel for items like collectibles, sneakers and concert tickets with the goal of showcasing the issue of bots hijacking online sales.