The One Show
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Category
Brand-Side Initiated & Originated Projects
Annual ID
OS22_BS029M
About the Work
Last year, Americans spent $20B on Valentine’s Day gifts. Yet, not all gifts are created equal, and for some, the annual “day of love” can drum up dreaded memories of getting a gift that made them say ‘WTH’ instead of feeling the love.
This year, we used Twitter to help people playfully share their worst V-day gifts, and made those worthless gifts worth something by giving them a Verizon upgrade and turning them into the ultimate gift for 2022— an ultra-collectable NFT.
We partnered with one of the hottest NFT collectives, Chibi Labs, and, over Valentine’s Day weekend, Verizon and Chibi Labs got to work: designing, developing, and minting a collection of 20 NFTs based on the community's responses.
On February 14, we delivered the NFTs to people’s crypto wallets—making forgettable gifts like musky cologne and toothbrushes curated works of art.
Overall, our Token of Love activation garnered 293k+ organic impressions, an overall interaction rate of 5.63% on Twitter (+280% above the platform benchmark of 1.48%), and we drove a 0.33% Comment Rate on Twitter, ranking #1 out of all content categories and 10x above the platform average. The current auction price for a NFT toothbrush is over $100K.
This year, we used Twitter to help people playfully share their worst V-day gifts, and made those worthless gifts worth something by giving them a Verizon upgrade and turning them into the ultimate gift for 2022— an ultra-collectable NFT.
We partnered with one of the hottest NFT collectives, Chibi Labs, and, over Valentine’s Day weekend, Verizon and Chibi Labs got to work: designing, developing, and minting a collection of 20 NFTs based on the community's responses.
On February 14, we delivered the NFTs to people’s crypto wallets—making forgettable gifts like musky cologne and toothbrushes curated works of art.
Overall, our Token of Love activation garnered 293k+ organic impressions, an overall interaction rate of 5.63% on Twitter (+280% above the platform benchmark of 1.48%), and we drove a 0.33% Comment Rate on Twitter, ranking #1 out of all content categories and 10x above the platform average. The current auction price for a NFT toothbrush is over $100K.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Chibi Labs / New York
Internal / In-House Agency
Verizon Creative Marketing / New York
Animator
Anna Pascual Laguna
Creative Director
Gene Albamonte Jr
Executive Creative Director
Marc Sobier
Associate Creative Director
Angelo Pournaras
Business Affairs Manager
Deb Horvath
Project Manager
Agnes Kowal
Senior Creative Director
Joel Bloom
Ricardo Landim
Senior Producer
Meghan Mahoney
Artist/Developer
Chibi Fabs
Director, Executive Producer
Lizzie Haberman
Executive Director, Creative Marketing
Ricardo Aspiazu
Manager, Strategy & Planning
Jazmyn Tuberville
Managing Director, Integrated Production
Rob Beck
Marketer
Evan Hecht
Project Lead
Mat Sposta
Senior Manager, Creative Marketing
James Hogan
SVP Chief Creative Officer
Andrew McKechnie
VP, Creative Marketing & Ops
Mike Wente
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