HOMESTART | INVERSE
TBWA\CHIAT\DAY LOS ANGELES
We had an idea: what if we could turn the metaverse into a force for good by creating a one-to-one equation around the concept of “home”. Buy a home in the metaverse, and help a real family avoid eviction.
TBWA\Chiat\Day Los Angeles reached out to HomeStart, a charity dedicated to preventing homelessness before it starts. For $2,500, HomeStart can halt a planned eviction, negotiate and pay a portion of back-rent owed, and provide the family with post-crisis stabilization services to help them get back on their feet and pay the rest of their debt.
The next step: to create sleek, modern apartment building in the metaverse made up of units that would be sold as NFTs. Pricing would start at one Ethereum (ETH), equal to around $3000, approximately what it costs HomeStart to help one family in need. The more units sold, the more families would be helped.
By leveraging the current momentum of investment in metaverse real estate, this project aimed to turn investors into donors. That target audience included those already invested in the metaverse and NFTs – people with disposable income and the desire to invest in a project with greater utility and impact than they otherwise might expect from an NFT purchase.
Over 200M impressions were earned in the first two days after the launch, with zero media dollars spent. It helped charitable organization HomeStart reach a coveted audience: those with disposable income and the desire to make an impact with their investments.
The campaign gave HomeStart nationwide attention, allowing them to expand to other markets that are in dire need of help solving the homelessness crisis. That’s not all. In addition to 100% of the initial proceeds of the NFTs going to HomeStart, 10% of each resale will also go to HomeStart, giving the organization a continuous revenue stream.
The project was covered in national media, including Business Insider, Ad Age and The Drum.