Break the mould. Own the journey

Background

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.

How We Got There

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 followed this up with a series of clue-laden micro-films which teased key players becoming OWNIC collectables.