In a post-Covid world, CES had seen declining in-person attendance as potential attendees were out of the habit of in-person activities. The sentiment was that digital attendance was "good enough", when in reality being in-person unlocks a host of experiences and opportunities that digital can never fully replicate.

We launched a campaign that rallied around the unmissable nature of the moment. CES is not just a tradeshow, it's a ripple that starts at the event and radiates outward. And we challenged attendees that the only way to truly experience the world’s most influential tech event, was to Be In It.

Liberation Idea: The Future Demands You