David Suzuki Foundation

Yannick Beaudoin, Director of Innovation
Brendan Glauser, Communications Director

Camp Jefferson *Lead Agency

Peter Bolt, EVP, Managing Partner
Edith Rosa, SVP, General Manager
Phil Coulter, Creative Director
Stefan D'Aversa, Creative Director
Mike Blackmore, Account Director

WOVE Collective

Scott McPherson, Visual Artist

In March of 2021, press coverage of outrageous NFT prices fuelled their usage to astronomical levels. In response, the David Suzuki Foundation created a one-of-a-kind piece of art to help preserve our one-of-a-kind planet. “The Nature Friendly Token”, a fifty billion dollar subversive NFT designed never to be sold, showed the flip side of the digital coin. It juxtaposed the value of blockchain technology against the devastating cost of our natural resources. By integrating into the NFT marketplace, they intercepted their target, proving that digital actions have real world consequences.