London International Awards
2022 Winners and Finalists
Gold
Creativity In The Metaverse
Commerce
Entrant: | Berlin Cameron, a VMLY&R Company, New York |
Brand: | Genesis Curry Flow NFT |
Title: | "The First Meta Sneaker" |
Corporate Name of Client: | Under Armour |
Head of Marketing, Curry Brand, Under Armour: | Valerie Middelton |
Senior Designer, Under Armour: | Spencer Hawkins |
General Manager, Under Armour: | Ryan Drew |
Senior Merchant, Global Merchandising, Under Armour: | Steve Segears |
Sr. Director Global Sports Marketing,Under Armour: | Kris Stone |
Director FP&A - Global Product Margins,Under Armour: | Katie Fink |
VP, Deputy General Counsel - Commercial, Under Armour: | John McGrory |
Senior Director,Americas Marketing, Under Armour: | Dimitrija Georgiev |
Founder - NewKino Studio: | Noah Kim |
PR Companies: | DiGennaro Communications, New York/Edelman, Washington, DC/NASTY/CREATIVE, Brooklyn |
Senior Account Executive, DiGennaro Communications: | Jenna Depasquale |
Senior Account Executive, Edelman: | Delani Marchigiani |
CEOs/Co-Founders, NASTY/CREATIVE: | Rula Al-Nasrawi/Julia Joyce-Barry |
CMO & Co-Founder, NASTY/CREATIVE: | Pegah Yazd |
Head of Marketing, Curry Brand, Under Armour: | Valerie Middleton |
Agency: | Berlin Cameron, a VMLY&R Company, New York |
Agency President - Berlin Cameron: | Jennifer DaSilva |
Global Chief Creative Officer - VMLY&R: | Debbi Vandeven |
Chief Creative Officer North America - VMLY&R: | Jason Xenopoulos |
Executive Creative Director - VMLY&R: | Cinzia Crociani |
Creative Director - VMLY&R: | Duc Nguyen |
Agency Brand Strategist - Berlin Cameron: | Paige Raiczyk |
Agency Group Account Director - Berlin Cameron: | Emily Bond |
Agency Marketing Manager - Berlin Cameron: | Kaeyla Willis |
Payments/Technology Company: | Luna Market |
Senior Account Director, DiGennaro Communications: | Katie Burger |
Production Company: | NewKino Studio, New York |
Founder/Chief Creative Officer - Berlin Cameron: | Ewen Cameron |
Art Director | Composer| Sound Design, NewKino Studio: | Julian Lamadrid |
Co-Founders, Luna Market: | William Huang/Jack Cameron, New York |
Chief Experience Officer, Luna Market: | Samauel Ko |
General Counsel, Commercial & Chief Privacy Officer, WPP: | Vicky Brown |
Description:
While the world watched in awe as Stephen “changed the game for good,” our task was to do something that lived up to the stature of this moment and drove the brand back into a leadership role in culture. In the process, we created an entirely new revenue stream for the brand.
Just as Stephen Curry was changing the game of basketball for good, we changed the metaverse for good by launching the Genesis Curry Flow as the first wearable a player can take with them as they move and play from one gaming platform to another.
We sold the NFTs for $333, meaning buyers paid cash to purchase their digital shoe rather than cryptocurrency — creating an opportunity for new adopters to join the metaverse.
We launched 2,974 unique NFTs in five discrete rarities, each one coming with a “shoe locker” where we designed the Genesis Curry Flow into the unique languages of the leading metaverse platforms of Decentraland, The Sandbox, Gala Games and RKL.
The locker connected directly to the platforms, meaning that for the first time, the game player could enter the distinct worlds with the same unique sneaker, changing the game and the metaverse for good.