2022 Winners & Shortlists

Background

BinSina, the country’s oldest pharmacy chain, wanted to capture Dubai's golden jubilee spirit, and the journey they have made as being a trusted pharmacist in the region for over 50 years. Initially, Livingroom created a mural that told the country’s story, evolution and progress in the past 50 years that was showcased in its 120 shop windows.

Describe the strategy

It was the ideal situation to capture the forward-looking spirit of the 50th anniversary by using a new form of media, turning the mural into a non-fungible token – better known as an NFT. We wanted Livingroom to be the first agency to create an ad that sells itself.

Describe the execution

Adding effects and animations to the mural design, Livingroom transformed it into a memorable work of art that appeals to the digital marketplace. To create the NFT, we then created a MetaMask wallet and uploaded the NFT on OpenSea. The auction is now happening on OpenSea via Ethereum.

List the results

News of the launch was seeded and started spreading on popular social spaces, including Reddit, Quora and Twitter, where Livingroom is constantly engaging with niche groups in the ‘metaverse’ – eventually being highlighted as one of the top NFT influencers on Twitter in the region. Its Discord server even had a boost of 500+ new members shortly after its OpenSea release.