Pride

Background

As a brand that liked to innovate (venturing into the field of gaming by creating makeup looks for Animal Crossing, for instance) Givenchy Parfums, wanted to be the first beauty brand to explore the new world of NFTs (non- fungible tokens, digital works encoded in a way that ensures their uniqueness and authenticity).

Idea

Givenchy Parfums partnered with gallery owner Amar Singh to create artworks in support of the LGBTQIA+ cause and raise funds for the Le Mag Jeunes organisation.

Rewind Collective, represented by Mr. Singh, were perfect for the project since they create 100% digital works which question gender stereotypes and the place of minorities in art history.

Titled “Pride”, a series of animated portraits were made, innovative photos that were reinterpreted digitally in the colours of the Rainbow Flag.

The initiative was fully in line with Givenchy’s aims to promote a culture open to all types of diversity.

To mark Pride Month, 1,952 copies were offered for sale on VeVe, the largest digital collectibles platform.

Results

The 1,952 copies were sold out in two seconds flat on the VeVe platform. $128,000 dollars wwere raised and donated to the association Le MAG Jeunes.

Our Thoughts

Where people go, brands follow. Now into the metaverse, which, if you’re wondering what that is, has been defined by Mark Zuckerberg as “an embodied internet where instead of just viewing content you are in it.” Brands that have issued their own NFT collections include Taco Bell, Campbell’s Soups, Coca-Cola and Dolce & Gabbana. VaynerMedia have even created a new specialist shop, VaynerNFT, to help marketers negotiate the new terrain.

Gary Vaynerchuk warns that brands are going to need “cultural cachet” if they are to be taken seriously in this parallel universe and Givenchy certainly tick that box here, teaming up for a thoroughly worthy cause with feminist art collective Rewind, who already have skin in the game with NFTs created for auction at Christie’s New York.