THE INDESTRUCTIBLE DONATION.
Background
After Russia’s attack on Ukraine on February 24th, 2022, the country will never be the same. To desperately raise funds for our family and friends, we needed a way to bypass the unreliable banking system and get money straight into the hands of Ukrainian charities.
Journey
To stand in solidarity, we launched The Indestructible Donation— an unbreakable NFT charity campaign harnessing the power of decentralised cryptocurrencies. Working with local photographers, we created an NFT collection of 40 images documenting Ukrainian cities, culture and way of life. These pre-war images were backed up on the blockchain as a digital time capsule that cannot be destroyed by explosions or bombs. Buying an image as an NFT means you can preserve a piece of history. 100% of Indestructible Donations went towards the Ukrainian people to help them rebuild.
We can't fight in the war, but we can fight with our creativity.
"A beautiful campaign that reminds us about the stronger side of humanity."
- Natalie Lam, Chief Creative Officer, Publicis Groupe Asia Pacific, Middle East & Africa
“To stop the war, every Ukrainian is currently doing what they do best. As for me, I take photos. So when the opportunity arose to share my photos to help our people — I said yes without hesitation.”
- Anton Kolosov, Indestructible Donation Photographer
Agency
Performics Mercerbell Sydney
Team
Executive Creative Director: Vaughan Townsend
Senior Copywriter: Samantha Cable
Senior Art Director: Kostia Liakhov
Studio Manager: Gene Stapleton
Chief Executive Officer: Jason Tonelli