Closeup Creates The World’s First NFT Marriage Certificate
In line with the massive adoption of non-fungible tokens (NFTs) worldwide, Closeup, an oral care brand of Unilever, is now also set to venture into the NFT space as it unveils its Closeup City Hall of Love this April. The ‘Closeup City Hall of Love’ is a 3D virtual world where “diverse couples can ‘mint’ their very own NFT marriage certificate and immortalize their love on the blockchain forever.”
“Many couples are still denied the right to marry due to their relationships. These include couples of inter-racial, inter-caste, inter-faith and same-gender relationships, many of which are still unacceptable in the eyes of key institutions. Closeup will enter the metaverse this month and invite couples to break free from real-world constraints to celebrate their union in Decentraland, a 3D virtual world powered by blockchain technology,” Closeup said in a statement.
Closeup noted that couples can create their avatars, explore, and interact with their very own wedding officiant in the space. After the metaverse proposal, the experience ends with the minting of their NFT certificate, which could also be celebrated with their friends and family.
“Whilst NFT marriage certificates are not legally binding in any country, nor do they hold legal power under the laws of any country, this experience still matters to us – and for us it is valid.It is important that we normalize relationships like “ours” in every pocket of society. We are very happy to be one of the first couples to experience this and share this moment with our friends,” shared Neil and Jad, the first couple united at the Closeup City Hall of Love.
Gaurav Datta, the Global Brand Vice President of Closeup, noted that their brand has always believed in the freedom to love. Closeup has continuously inspired couples of all kinds to get closer, untethered from self-doubt and external prejudice.
“Closeup is an oral care pioneer with uniquely designed products that deliver unbeatable freshness, giving our consumers the confidence to get close. We believe that love of all kinds is special and must be championed. Our foray into the Metaverse with Closeup City Hall of Love is another initiative to build safe spaces that celebrate equality and inclusion and inspire people to act on their mutual attraction, free from self-doubt and judgement, so they can experience closeness on their terms.” – Gaurav Datta, Global Brand Vice President of Closeup
Closeup added that through this initiative they hope to “inspire lovers, spark conversations and ultimately pave the way to create change for a future where the right to marry is equal for all.”
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