With a total value of $26.9 billion in trading volume in 2021 and projected to reach $80 billion by 2025, the Non Fungible Token (NFT) market is one of the fastest-growing sectors globally.
McDonald’s enters the NFT world in Italy
Economic significance aside, the world of certified digital works introduces a completely new way of conceiving the art sphere, breaking down physical and conceptual barriers and making it accessible to a wider and more dynamic audience.
At the basis of this phenomenon are inclusion and democratization, cardinal principles of McDonald’s, which from today enters the NFT world also in Italy, after having recently experimented it overseas. A choice that increases the experiential offer dedicated to consumers, opens up new avenues in line with the main social and technological trends and effectively speaks to the youngest, the brand’s target audience.
The launch of the Triple Cheeseburger thus became the occasion for the creation of a unique creative project involving three emerging artists from the NFT universe and Ghali, testimonial of the project, face of the McDonald’s campaign and promoter of the values of togetherness, inclusion and multiculturalism.
Under his guidance, the artists Daniele Tozzi, specialized in calligrams, Serena Gianoli, illustrator, and Nicola Laurora aka Nico189, illustrator, have reinterpreted the theme of “level up” – a concept at the basis of the new McDonald’s sandwich that wants to bring the consumer to a further level of taste – in order to create three digital works of art to be converted into NFT. Works that refer to the value of layering, diversification and enrichment of tastes, ideas and lifestyle.
The McDonalds NFT competition
A total of 300 certified and authentic NFTs were produced in 100 copies of each artwork, which McDonald’s is raffling off in a dedicated competition until 5 April. Anyone can take part in the draw by registering on the McDonald’s app, buying a Triple Cheeseburger and entering the code on the receipt in the appropriate section.
“We look at the NFT world with the aim of diversifying and innovating the experiential offer dedicated to our younger customers, always one step ahead in identifying new trends. We are proud to have been the first in the industry to have grasped the potential of NFTs, investing in the talent of young artists and making it accessible to all” comments Raffaele Daloiso, Chief Marketing Officer McDonald’s Italia. “An experience close to the principles of accessibility and inclusion that have always characterized our brand and consistent with the values of welcoming and listening to consumers”.