ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
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Category
NFTs & The Metaverse / NFTs
Annual ID
ADC101_INT054M
About the Work
Forget about price. What’s the true cost of Non-Fungible Tokens?
Today, proof-of-work blockchain networks consume extraordinarily large amounts of energy, which results in a very large amount of carbon being emitted. NFTs currently rely on this technology. A typical NFT has a footprint of 200 Kgs of CO2, the equivalent of a two‑hour flight. The more times an NFT is traded, the more blockchain transactions are created, the higher price we all pay - a vicious blockchain reaction that needs to change. As the popularity of NFTs soars, the more critical it is to create awareness of their environmental impact.
The David Suzuki Foundation, a Canadian non-profit environmental organization partnered with us to create a one-of-a-kind piece of artwork designed to help preserve our one-of-a-kind planet: “The Nature Friendly Token”, a multibillion-dollar subversive NFT designed never to be sold.
To reach our target right at the source, we minted and registered it on Rarible, an NFT marketplace. This Ethereum-based platform facilitates the creation, sale, and purchase of ownership rights to digital works of art. We integrated ourselves directly into the community of creators, buyers, and resellers in order to target and intercept them to generate awareness of the environmental impact. We showed them that their digital actions have real world consequences.
With the help of Canadian visual artist MCPHERSO, “The Nature Friendly Token” offers a bold commentary on the value of blockchain technology, juxtaposed against the incredible cost of our most precious natural resources, like Canada’s Boreal forest (which represents $50.9 billion per year in natural benefits). This NFT shows the flip side of the digital coin.
Ultimately, we successfully infiltrated the source to encourage our target to stop the blockchain reaction and shifted the narrative towards preserving the greatest work of art we all share: nature.
2022 Awards
Total Points: 3
Merit Honor
Credits
Agency
Camp Jefferson / Toronto
PR / Marketing
Middle Child / Toronto
Client
Brendan Glauser
Yannick Beaudoin
Client / Brand
David Suzuki Foundation / Toronto
Production Company
Wove Collective / Toronto
Creative Director
Phil Coulter
Stefan D'Aversa
Digital Artist
Mcpherso
Account Director
Mike Blackmore
PR Director
Lianne Pitts
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