With the NFT (non-fungible token) fever at an all-time high, brands are starting to cash-in, but one group is using NFTs to give back.
Deutsch LA dropped ‘Against Asian Hate’, a digital art collection aimed at driving donations through NFT, raising awareness and condemning Asian hate. The collection, created in collaboration with award-winning Asian artists, consists of seven unique pieces, all of which represent the idolization of Asian culture juxtaposed against the lack of support provided to uplift, protect and amplify Asian-American voices and communities.
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The creators of the NFT collection, including the agency’s experience director Angie Kang, creative director Daniel Chen, media planner Natriya Chunapongse, executive creative director Doris Chung and senior strategist Sara Singh, were inspired by the recent surge in NFT sales and wanted to leverage the success of these collections to help drive societal change and donations to stop anti-Asian hate and violence.
All proceeds earned from initial sales will be donated to Stop AAPI Hate, an organization committed to stomping out violence, harassment, discrimination and shunning of the AAPI+ community.
The collection is set at auction and will accept bids through April 23, 2021 on Rarible.
CREDITS:
- EXPERIENCE DIRECTOR: Angie Kang
- CREATIVE DIRECTOR: Daniel Chen
- MEDIA PLANNER: Natriya Chunapongse
- EXECUTIVE CREATIVE DIRECTOR: Doris Chung
- SENIOR STRATEGIST: Sara Singh
