Coinbase is planning to use its ads on 500,000 cases of Liquid Death water—a media buy for which it paid $500,114 in an eBay action last month—to help launch a program called “Onchain Vision,” designed to help creators engage directly with their audiences and get compensated directly for that engagement.

On Friday, the crypto brand posted two different proposed designs for its Liquid Death ads and asked people to vote for their favorite. Both designs prominently feature the “Onchain Vision” phrase, along with a QR code—a Coinbase specialty—that will lead to more info about the its plans to help creators.

How to bring the world onchain:

→ Fast, low-cost infrastructure (1 sec/1¢)
→ Decentralized, interactive experiences
→ Creators w/o gatekeepers
→ Using our new @LiquidDeath box ad to bring onchain creativity to the masses
→ You deciding the ad design—https://t.co/MSVM9H0CZ7 pic.twitter.com/QLQFhrgC0P

— Coinbase 🛡️ (@coinbase) March 15, 2024

In an email to Ad Age, Coinbase said the idea for “Onchain Vision” came from seeing creators become increasingly frustrated with intermediaries and demand more direct compensation for their work. Coinbase sees such frustration as part of a broader set of problems with the financial system, which it says 87% of Americans want to update.

Details are scarce on what “Onchain Vision” will actually involve, but Coinbase said it will be “a new channel that showcases the most innovative onchain artists, musicians and content creators. We’ll invite fans into the emerging, ever-evolving world of onchain creativity where they can support, participate and help build.” The program will get a five-month push from Coinbase.

The brand added: “By helping creators attain more freedom, ownership and direct relationships with fans, blockchains give creators more power and give consumers richer, more participatory experiences.”

Coinbase said it partnered with Liquid Death on the announcement because the canned water brand shares its commitment to creativity and creator freedom.

“We’re excited to expand the onchain audience, bring new experiences to fans, and continue to be a partner to creators as part of our mission to increase economic freedom,” Coinbase said.

Liquid Death announced the week before the Super Bowl that it would be selling ad space on its packaging. Calling the stunt the “Biggest Ad Ever,” Liquid Death said more than 200 million people who walk through the doors of the brand’s top retailers in a given week—potentially giving the winning advertiser an audience more than twice that of the Super Bowl.