Elevating sports fandom with a campaign that rallied supporters to own the experience.
OWNIC was launching a new product in sports collectables – digital athlete collector cards or ‘dynamic NFTs’, that evolve as an athlete’s career progresses. But with NFT cynicism at an all-time high, and the challenge of launching a brand new category into the market; we needed to blow up the standard order of sports fandom.
Working with the idea: ‘Break the mould. Own the journey’, we created a film which shifted the way sports fans connect with their idols, in effect, breaking the mould on the static moments held dear by Panini cards. We launched on Instagram and Discord, sparking a select group of sports stars to share OWNIC’s story with their communities, bolstering views. We then followed this up with a series of clue-laden micro-films which teased key players becoming OWNIC collectables.
Launch film
Along with the main launch film, we created a format which quickly introduced the journey you’d be buying into by getting involved in the next collectable drop.
The team
Agency: Boldspace
Executive creative director: Mike Beukes
Creative director: Matt Weston
Creatives: Matt Weston | Elliot Payne | Sophie Webster
Client service: Lou Kelly | George Jameson | Tom Hill
Strategy director: Adam Larter
Production company: Orillo films
Director: Dan Lofthouse
Producer: Keenan Foley / Sarah Broadbent
DP: Jordan Clarke
1st AC & Gaffer: Richard O'Hare
VFX Artist: Dan Lofthouse
VFX Producer: Aisling O'Dea
Year: 2023