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Food and technology: NFTs land in Uruguay with Burger King | daily

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Although the crypto community exists and vibrates in Uruguay, this is one of the first times that such a prominent company with high brand awareness and belonging to a field so far removed from this digital world decides to create its own NFT. myself.

For this reason, in this column, we share some excerpts from a dialogue with Gustavo Etchandi (GE), Executive Creative Director of Innvented, the innovative and creative company behind the campaign, and Maximiliano Arbes (MA), also Creative Director. director of the agency, about the origin of the idea, what exactly it implies, and about the problems that arose during its implementation.

You mentioned that Innvented is committed to solving problems and challenges with NFTs and technology. What about Burger King?

GE: In this case, everything stems from brand building. Globally, Burger King is a very prestigious brand in the creative world and has a very successful case history. However, the Uruguay split was disabled and the idea was that when we took over the account, reposition it. In other parts of the world, the brand…

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