Nimb is a company with one important mission: help people feel safer in their day-to-day lives. With this, comes empowerment, the opportunity to experience more in life, and that ever-sought sense of calm. How will they accomplish this? A Smart ring that is connected to a network of trusted friends and family, and even the local police. The modern-looking, unassuming ring has a button on the inside that allows people to reach this network of people and let them know they’re in trouble and need help. Through a connected app, loved ones can figure out where they need to go or who they need to call.

So, that’s a lot to say in a U.S. launch campaign. Or is it? Basically, the ring is saying “fuck fear.” So that’s exactly what we did to launch it. We decided to start with the college audience, since that’s a time where kids engage in a lot of new experiences in a new place, and parents are at home constantly worrying. We decided to find tweets about fear from schools around the country, and say “fuck that.”