Simple Summary
This is a retrospective grant proposal requesting reimbursement for an advertising campaign featuring Bruce Lee, executed by the 1inch Core Contributors as part of a broader rebranding and awareness strategy. Due to strict production timelines and a time-limited partnership agreement, the campaign was funded upfront and launched in October 2024. We now ask the DAO to formally support the initiative by covering costs, recognizing the campaign’s strategic value for the 1inch ecosystem.
Abstract
This proposal requests a retrospective grant from the 1inch DAO to reimburse the costs incurred by the Core Contributors in launching the Bruce Lee advertising campaign. The campaign — which ran from October 2024 to April 2025 — was designed to elevate 1inch’s brand visibility both within and beyond the crypto space, positioning it alongside global consumer brands through a partnership with the Bruce Lee Foundation.
Due to tight deadlines related to Hong Kong Fintech Week and the legal requirements of the image rights agreement, the campaign had to be pre-funded by the Core Contributors to ensure timely execution.
We now submit this proposal to:
Formally document and recognize the campaign’s value to the DAO;
Share a transparent report on its execution and outcomes;
Request cost reimbursement for the campaign, the expenses for which have already been covered.
This is a gesture of accountability and alignment — a request for the DAO to retroactively support a completed initiative that helped grow brand awareness, expand community reach, and strengthen the 1inch identity in the global market.
Motivation
The motivation for this proposal was the unique opportunity to collaborate with an iconic figure whose philosophy and values closely reflect those of 1inch. Partnering with the Bruce Lee Foundation — the official rights holder for Bruce Lee’s image — allowed 1inch to align with themes of discipline, fluidity, empowerment, and innovation.
The campaign aimed to:
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Position 1inch among the most recognizable names both inside and outside of crypto;
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Build brand credibility and long-term emotional connection through Bruce Lee’s legacy;
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Reach new audiences and drive user growth via a premium multi-market launch.
Although the campaign has concluded, the brand positioning, media exposure, and strategic associations it created continue to benefit 1inch.
Campaign Outcomes & Transparency
As part of our commitment to DAO transparency and open governance, we are sharing a detailed report on the execution and results of the Bruce Lee campaign.
Key Metrics:
- Total press mentions: 161
- Total potential media reach:1,108,395,131
- Tier 1 media coverage:36 outlets
- Tier 2 media coverage:42 outlets
- Campaign tweet reach (X/Twitter):561,189 total views
- Campaign launch tweet:301.3K views, 615 retweets, 602 likes, 160 comments, 40 bookmarks
Global Media Coverage:
Top countries by media mentions included:
- USA (61 mentions)
- China (14)
- United Kingdom (13)
- Russia (9)
- South Korea (6)
- Singapore (5)
- Ukraine (4)
- India (4)
- Brazil (4)
- Indonesia (3)
This global distribution confirmed the campaign’s international relevance and the cultural resonance of Bruce Lee across diverse regions.
Community Engagement on Twitter/X:
A consistent rollout of Bruce Lee-themed posts supported the campaign from launch through Q1 2025. These included the main announcement, raffles, cross-chain product messages, memes, contests, and event recaps.
Highlights included:
- Hero video launch: Campaign Video
- Merch raffle, POAP NFT promo
- Winter Sweater Contest
- Wallet Customization featuring Bruce Lee
- Viral memes and motivational quotes
- Event coverage from Hong Kong FinTech and Party SeriousLee
Through consistent content and thematic storytelling, Bruce Lee became a recurring and recognizable figure in 1inch’s brand voice. Across Twitter/X, campaign-related posts generated a total of over 561,000 views, significantly boosting visibility, community engagement, and share of voice in the crypto space.
Examples of Creative Execution on Twitter/X:
Here are some of the most notable and creative tweet formats using Bruce Lee’s image, personality and philosophy across different narratives:
- Bruce Lee joins the 1inch Squad (animated post)
- “Trade Like Bruce Lee” — skill and precision angle
- “Mind over matter” — speed, focus, execution meme
- https://x.com/1inch/status/1870105142751609154
- “Swap pain into power”
- “What would Bruce do?” (interactive engagement)
- Bruce vs. Scammers (fraud prevention message)
- “Master your swaps” (Bruce vs. Fees theme)
- ETH ETF Announcement with Bruce Lee visual twist
- “Strike at the right moment” trading meme
Media & Event Assets:
- Photos and materials from Hong Kong Fintech Week 2024
- Behind-the-scenes production content
- Campaign visuals adapted for social and product integration
Talent & Collaboration:
- Interview with Shannon Lee (Bruce Lee Family Company)
- Interview with Robert Koons (Director)
- Partnership coordination with the Bruce Lee Foundation
Specification
The campaign was built around the slogan “Take crypto seriousLee” and executed as a multi-channel brand initiative, including:
- A hero commercial featuring Bruce Lee, premiered at Hong Kong Fintech Week
- Social media distribution and influencer amplification
- Targeted digital ads across key crypto and mainstream platforms
- Creative assets for long-term use across the 1inch brand ecosystem
The campaign was executed under an exclusive agreement with the Bruce Lee Foundation and Shannon Lee personally.
Timing
The following stages of production were completed:
- Celebrity selection and contract for exclusive image rights
- Research and agency tender
- Creative concept development and scriptwriting
- Director selection and production preparation
- Full commercial shoot and postproduction
- Launch at Hong Kong Fintech Week
- Creation of supporting visual and digital materials
The campaign officially launched on October 28, 2024, and concluded in April 2025, following the expiration of the partnership agreement with the Bruce Lee Foundation.
No additional stages are planned, and this proposal reflects the final outcome of the initiative.
Costs
The total cost of the Bruce Lee campaign — from concept to global launch — amounted to $1,980,107.70. All expenses were covered upfront by the Core Contributors in order to meet production and legal deadlines.
We are now respectfully requesting reimbursement from the DAO to support and recognize this effort.
Here is the list of expenses categories:
- Creative Development and Film Production:
End-to-end production of the Bruce Lee commercial. This includes creative development, scripting, casting, filming, editing, and post-production. This part also includes development of all the digital and promotion materials, related to campaign launch.
- Paid Media and Distribution:
The promotion of the campaign across digital platforms, including paid ads, programmatic placements, and amplification in web3 channels.
- Events and Merchandising:
Event participation (e.g. Hong Kong Fintech Week), branded merchandise, hospitality, and related logistics.
- Bruce Lee (License):
Exclusive rights to use Bruce Lee’s image and likeness for this campaign which were received from the Bruce Lee Foundation and related parties.
Total campaign cost: $1,980,107.70. The reimbursement is a single transfer in USDC from the DAO treasury to the 1inch Limited’s address: 0x616C59EFaC846dd077489A6fcd06Ed0e69c651e4.
Rationale
This retrospective grant proposal serves three main purposes:
- To formally recognize a campaign that has supported 1inch’s global positioning and growth;
- To maintain transparency by reporting results and costs to the DAO;
- To reimburse the pre-funded budget, ensuring sustainability of DAO-aligned initiatives and preserving resources for future opportunities.
We believe this campaign not only brought visibility and credibility to 1inch, but also reinforced our core values through a globally respected and timeless figure — Bruce Lee.