World x BBDO New York

As artificial intelligence increasingly shapes our digital lives, knowing who is truly human online has become a pressing concern. In response, World, a groundbreaking identity and financial network co-founded by Sam Altman and Alex Blania, has officially launched in the United States. With over 27 million participants and nearly 13 million verified humans across more than 20 countries, the initiative aims to redefine how we prove and protect our humanness online.

At the core of World’s system is World ID, a privacy-preserving identity solution verified in person via the Orb, a device that confirms each person’s uniqueness without storing sensitive personal data. By enabling individuals to prove they are real humans in a secure, decentralized way, World sets a new standard for digital trust in an AI-driven world.

To mark its U.S. debut, World partnered with BBDO New York on a creative campaign designed to make the technology more human and approachable. Featuring a joyful twist on the classic song “If You’re Happy and You Know It”, the ad becomes “If You’re Human and You Know It”, with a film directed by Jim Jenkins. The campaign serves as a lighthearted but powerful reminder that in the digital era, being human is worth celebrating and protecting.