Now LGBTQ+ Couples Can Get Married on the Blockchain
Marriage Unblocked is a digital platform by NORD DDB for Björn Borg where everyone, no matter the label, can digitally walk down the aisle together
Today, love is controlled by states and religions, meaning same-sex marriages are forbidden in 87% of all countries in the world. That’s the background to the initiative Marriage Unblocked – a digital platform where everyone, no matter the label, can propose, exchange vows and get married on the blockchain, anonymously or proudly in public.
Behind the initiative is the Swedish sports fashion brand Björn Borg. Known for their boundary-pushing campaigns, they are once again taking a stand for love and equality. They recently made headlines with Borg Open – Tennis Across Borders, where they held a tennis match on the US– Mexican border.
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“We believe that sport is love and love is equal,” says Jonas Lindberg Nyvang, Marketing Director at Björn Borg. “The first basic right is to love whomever you want. With our new platform Marriage Unblocked we can decentralize power and open up marriages for everyone.”
The platform makes it possible for anyone, no matter the label, to walk down the aisle digitally, store vows forever and get a certificate of the digital marriage. The campaign is made by the Nordic creative agency NORD DDB.
“Technology is entwined in every part of our lives,” says Ida Jonsson, creative at NORD DDB. “It’s exciting to re-imagine how we can use new tech to challenge the limits of our society, together with brave brands like Björn Borg. We hope that launching Marriage Unblocked sends a loud and clear message about marriage equality, especially now during Pride month.”
Blockchain is a technology that allows you to store information forever, without the involvement of any third parties such as the state or church. The most renown use case is Bitcoin, a cryptocurrency – but blockchain can be used to decentralize any system of power, not only banking. Now Björn Borg uses the same technology to open up marriages for everyone. The digital platform is built by Superblocks, a company that pushes the boundaries of blockchain.
Advertiser: Björn Borg
Marketing Director: Jonas Lindberg Nyvagn, Johanna Juhlin (Brand)
Clients: Madeleine Almgren, Inhouse Manager; Åsa Scherman, Inhouse Manager; Emma Bengtsson, PR & Social Media Manager
Social Media Manager: Robin Löthberg
Creative Agency: NORD DDB
Chief Creative Officer: Andreas Dahlqvist
Copywriter: Martin Lundgren
Art Director: Fredrik Simonsson, Ida Jonsson, Tove Andersson (Blockchain expert), Anna Salonen
PR Director: Susanne Johansson
UX Designer: Felipe Fiuza, Anna Johansson
Digital Production Company
Digital Production: Winter (Front End), Superblocks (Back End)
Developers: Marcus Forsberg, Marc Biskop, Rickard Lundén
CEO : Thomas Backlund (Superblocks)
COO: Carl Gärdsell (Superblocks)
Production Company: House
Director: Haris Badic
DOP: Georg Bungard
Producer: Tomas Wall
Cinematography: Lionel Cabrera
Designer: Sebastian Reinbring
Retoucher: Anders Wadin
Editor: Haris Badic, Robert Eskekärr
Categories: Social, Corporate, Social and PSAsDDB Stockholm, Tue, 12 Jun 2018 16:04:46 GMT