Client: The Ethereum Foundation
Devconnect Argentina marked the first time the Ethereum Foundation brought its flagship event to Latin America, with the ambition of breaking out of the crypto bubble and securing credible, mainstream visibility in a highly sceptical media environment. Taking place against the backdrop of political tension, intense scrutiny of crypto following high-profile scandals, and a crowded tech calendar, success was far from guaranteed. Sherlock Communications reframed Devconnect from a niche conference into a World’s Fair for a new internet era, embedding the event into the cultural and civic life of Buenos Aires. The strategy combined early media education, Tier One relationship-building, carefully managed access to senior voices, and a city-wide activation that made Devconnect impossible to ignore. The campaign delivered record results for the Ethereum Foundation, generating nearly 300 pieces of coverage across Argentina and international markets, with strong Tier One penetration and global pickup. Crucially, coverage shifted away from speculation toward innovation, developer talent and real-world applications, positioning Buenos Aires as a credible Web3 hub and setting a new benchmark for Ethereum events worldwide.
