Yahoo is bringing Web3 to the masses via a large-scale integrated campaign for Sydney-based art curators, Future Art.
Yahoo Finance will be running a Web3 explainer series featuring exclusive interviews with creatives who are driving this new space. Yahoo has collaborated with crypto artists – Em!, Serwah Attafuah, and Coldie – to create and promote original Non-Fungible-Token (NFT) artworks for a series called ‘Future Shock’.
Bringing the artworks to life in 3D, Yahoo Creative Studios has built custom WebAR extensions of these NFTs through their Immersive Platform. By simply scanning a QR code, users can interact and explore the works in augmented reality wherever they are. The campaign will be promoted through Yahoo’s demand-side-platform across channels including out-of-home, display, social, video and native.
In addition, the artworks will be on show at the ‘Future Art is Vivid’ event at Home The Venue on Friday May 27, 7pm. Organised by Future Art as part of Vivid’s opening night, the event will showcase original artworks from 24 of the world’s leading crypto-artists. Guests will be able to interact with the works and the stories behind them, plus experience immersive shows, live music, theatrical performances, AR/VR lounges, and cocktail bars.
Yahoo’s head of innovation & Yahoo Creative Studios, Zoe Cocker, explains how this campaign peeks into the future of digital advertising.
“Future Shock celebrates the changing face of the internet which is fundamentally what our industry is based upon. Yahoo has long been at the forefront of innovation and we’re committed to helping our partners navigate this new space.
“This project explores the intersection of art, culture and commerce that we’re seeing emerge in Web3. The creator economy is on the rise and raising huge opportunities for artists, many industries are facing disruption, and new communities are emerging as the internet evolves. There’s never been a more exciting time for advertisers to connect with consumers in an immersive way to offer real value.”
The ‘Future Art is Vivid’ show is curated by Future Art, the brainchild of Sydney-based crypto art curator Sats Moon and Potbelleez Producer and DJ Dave Goode.
Sats Moon said: “Future Art is Vivid has been curated as a multi-sensory journey to remodel your experience of contemporary art. We’re so excited to be bringing the very best international crypto-artists onto the Australian stage.
“Digital art has boomed into a multi-billion-dollar global market. There’s no doubt this is the way of the future. It’s great to have powerhouse innovators like Yahoo and Samsung Electronics Australia on board who understand this future vision, and are helping us bring it to life.”
Acknowledging the environmental impact of NFTs, Future Art has permanently surrendered C02-e emissions generated from the show. Through Carbon Neutral, carbon reductions have been purchased to entirely offset the emissions associated with each item of digital art on display.