London International Awards
2022 Winners and Finalists
Silver
Creativity In The Metaverse
NFTs
| Entrant: | MRM New York, New York |
| Brand: | Movember |
| Title: | "Nonfungible Testicles" |
| Corporate Name of Client: | Movember |
| Client Director of Global Innovations: | Dan Cooper |
| Client Global Innovation Manager: | Tom D'Souza |
| Client Innovation Coordinator: | Tomasz Pozniak |
| Client PR Manager: | Briony FitzGerald |
| Agency: | MRM, New York |
| Global Chief Creative Officer: | Ronald Ng |
| Chief Creative Officer: | Harsh Kapadia |
| Executive Creative Director: | Jesse Potack |
| Group Creative Director: | Sascha Piltz |
| Senior Copywriters: | Colleen Branch/Lance Weiss |
| Copywriter: | Yashahree Samant |
| Senior Art Director: | Vic Parizzotto |
| Senior Film Producer: | Sam Milgrim |
| Agency Digital Director: | Cynthia Lin |
| Agency UX Designer: | Courtney Pozzi |
| SVP Head of Design and Experiences: | Ronnie Ting |
| Senior Designers: | Kelsey Bassini/Sergio Jara |
| Senior Developer: | Victor Tafro |
| Director of Art Production: | Rachel Max |
| Associate Director Technology: | David Maietta |
| Associate Director of Strategy: | Ben Dayton |
| Cultural Anthropologist: | Jeff Carvahlo |
| SVP/Agency Group Account Director: | Tina Braun |
| Managing Supervisor: | Andrew Bryson |
| Chief Finance Officer: | Nolan Grumley |
| President - Mishka: | Greg Rivera |
| Illustrator - Mishka: | Mike Jones |
| Creative Director - Versus: | Justin Barnes |
| Executive Producer - Versus: | Rob Meyers |
| Producer - Versus: | Steven Lambiase |
| Animation - Versus: | Tim McKee/Doug Escamilha |
| Agency Social Media Strategist: | Adair Smith |
Description:
Introducing Non-Fungible Testicles. Not just another NFT. The first NFT that can save your life. Featuring an exclusive collection of 8,000 digital testicles, designed by iconic NFT artists Non-Fungible Testicles dropped with a roadmap designed to create behavior change with monthly self-exams.
We gamified ownership, building in regular checks that can unlock rare bonus traits on your NFT. Check on your balls, get rewarded. Ignore them, they lose value. Just like in real life. With a portion of the proceeds supporting vital testicular cancer research, we turned blockchain technology into a new way to fight cancer.
The core of this project is the experience—investing in an NFT, and your health, with an asset that requires regular checking to maintain its value, just like your testicles in real life. Non-Fungible Testicles are the first NFT to have a user’s engagement determine its value. We partnered with iconic NFT artists to craft digital testicle art and define each trait’s rarity.
Then, using a generative art script, we were able to create a collection of 8,000 unique pieces for purchase via the Solana blockchain, which dropped during Testicular Cancer Awareness Month. From there, the game ensued.
Users didn’t just mint an NFT for charity, they participated in an activation that helped keep Movember and testicular cancer prevention top-of-mind. When they checked on their Non-Fungible Testicles in their connected wallet on the program website, they unlocked bonus traits, therefore adding to the value of their art. If they ignored their testicles, their art lost value. Check-ins were quick and easy, just like they can be in real life. The custom-built process was simple to navigate within the wallet, yet critical to the final NFT art.
The drop and game mechanics were promoted across all social platforms, including those most relevant to the NFT community, prompting a seamless mint. As well as the Movember’s connections to cancer prevention. All helping to establish a healthy habit that can live on long after the campaign.