With our latest campaign, "Real World Captchas" for World, we’ve turned one of the internet’s most frustrating identity tests into a powerful statement that stops people in their tracks.

The campaign highlights the absurdity of outdated online identity tests like captchas, which have become increasingly ineffective at distinguishing humans from bots. To make this frustration more tangible, we took these captcha-style tests off the screen and into the real world, installing giant grids in urban environments across Singapore, Berlin, and Buenos Aires. These oversized image grids were placed in front of everyday objects like fire hydrants, traffic lights, and bikes — creating an experience that was both familiar and disruptive.

With this bold visual statement, we aimed to provoke thought about how current methods of proving our humanity online are not only ineffective but also frustrating. The campaign challenges people to reflect on why we continue to use these outdated systems and explore a smarter, more human-centered alternative.

That’s where World comes in. World’s mission is to provide a secure, anonymous way for people to verify their humanity online, without sharing any personal information. World ID offers a solution that’s built for the AI age — no more blurry tiles or frustrating verification steps.

"Real World Captchas" is a perfect example of how creativity can spark change. By tapping into a shared digital frustration, we were able to showcase a better, more privacy-first solution for proving your humanity online. We’re proud to have brought this idea to life and to continue making impactful, purposeful work at Iris Worldwide.