Dentsu, the multinational advertising group, drives collective creativity with NFTs, collaborates with Japanese community residents to create a sustainable DAO.

Dentsu, the multinational advertising conglomerate from Japan, known as the world's largest single advertising company, has been actively exploring the applications of blockchain and NFT in recent years. The group announced on July 1st that it will collaborate with Dentsu International Americas, NFT service company Sivira, Sony, and Fireplace, a company based in Kawasaki, Japan, which is involved in environmental initiative Tsunaga-Loop, on an experimental co-creation incentive program. Source

Using NFT and DAO to Promote Food Resource Circulation

Dentsu Group refers to this experiment as "NFT-driven collective creativity," which designs incentive programs for communities to participate in ecological activities in the form of a decentralized autonomous organization (DAO).

Each voluntary participant will receive a puzzle-shaped NFT in their daily ecological activities. Each NFT represents a reduction of 20 kilograms of food waste, and a complete NFT equals 180 kilograms of waste reduction proof. It also serves as a large artwork completed by community residents collectively. The ecological contribution art NFT will be auctioned, and the proceeds will be distributed based on the contributions of community members.

According to Dentsu, this experiment will run from June until the end of this year.

Cross-Organizational Collaboration for Popularizing NFT Applications

The core of this application is the Tsunaga-Loop initiative, a collaborative effort by residents of Kawasaki City in Japan, farms, and businesses aiming to utilize home composting to produce food and achieve a society of food resource circulation. In the past, volunteers did not have specific entities to contribute through, could not quantify their efforts, and did not receive economic returns. Dentsu stated that this limited the scale and sustainability of such activities. Therefore, through this experiment, they aim to unite the community and potentially bring economic returns. This "NFT-driven collective creativity" also showcases everyone's efforts, adds a sense of celebration to the creative process, and enhances the community's ability to solve problems together.

This project involves various entities:

• Sivira's contract wallet system "unWallet," which artist Yoichi Ochiai previously used in the summer campus project Table Unstable
• Sony's hardware wallet that verifies digital signatures in NFTs through an IC card
• Kawasaki City's Fireplace store "Rock Hills Garden" will have an IC card reader to host exclusive events for NFT members and provide benefits
• The project team is also recruiting businesses to offer rewards for DAO members outside of Kawasaki City

Dentsu stated that Dentsu Group, Sivira, and Sony are exploring the commercial potential of this project, which will provide a digital identity for the results of environmental problem-solving activities and encourage people to actively participate in society, reflecting the societal image these companies are pursuing.