2022 Winners & Shortlists

Why is this work relevant for Media?

NFT is more than an art form. It can be a new revenue stream for clients. BinSina and Livingroom Dubai worked on this potential to see a massive return on investment by turning good advertising into great art. So, they launched one of the first examples of an ad that sells itself, becoming regional pioneers in the NFT space. The 50/50 Vision NFT from BinSina has been released as part of the pharmacy’s tribute to the UAE’s 50th anniversary.

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 creative idea / insights (30% of vote)

The potential for clients to turn advertising into NFTs remains to be seen, but this could be the first of a new norm. The metaverse – a hypothetical universe of interconnected virtual worlds – has the potential to shake up marketing the same way the internet did, with clients and their agencies having a new challenge and a new opportunity. Agencies, which have only relatively recently adapted to social and content creation, will in the near future have to incorporate the increasing development of AI and the employment of VR and AR in their communication solutions.

Describe the strategy (20% of vote)

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 (20% of vote)

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 (30% of vote)

50/50 Vision NFT's Discord server even had a boost of 500+ new members shortly after its OpenSea release. It also caught the attention of some of the region's major publications in the communications community, including Campaign ME. As one of the first NFT creators in the region from the communications community, Livingroom tries to inspire and build a community for local-based NFT artists of today and tomorrow.