This NFT Collectible Card Game Honors Iconic Marketers and Supports Their Favorite Causes

Pokémon. Magic: The Gathering. Yu-Gi-Oh. And possibly, Hearthstone. For fantasy card enthusiasts, these are likely the decks engraved on their Mount Rushmore—icons of the collectible card game (CCG) genre, whose global market will surpass $2 billion in 2021, according to a Statista report. And now there's a new group joining the collectible ranks alongside dragons, sorcerers and monsters: Legends of the marketing world. Austin agency Bakery, helmed by chief creative Micky Ogando, has created a complete tabletop card game called Brandia: "Where today's most formidable brand leaders do battle." Sold as limited-run NFTs The unique aspect about this collectible card game is how the cards are being unveiled to the public. Each of the 52 individual Hero Marketer collectibles will be available for purchase as a limited-run non-fungible token (NFT) hosted on Open Sea starting today. The game includes many well-known names in the marketing industry, including Netflix CMO Bozoma Saint John, Google global managing director Brynn Bardacke and Westbrook marketing svp Jabari Hearn. In an exclusive interview with Adweek, Ogando shared his passion behind making this CCG, discussed why he chose NFT and explained the cards' charitable component. Paying (and playing) it forward The game includes many well-known names in the marketing industry. "The dream of working for a 'big brand' is a fallacy. There is something to be said about the new school ad work," said Ogando. "The trendsetters [in the advertising industry] are the risk takers. They have an opinion that doesn't rely on social listening." In Ogando's mind, those are the mavericks of marketing that need to be celebrated. "Those are the people I want to work with because they took a risk to tell us a story." While none of the 52 honorees are considered "suits" because agencies don't really rock a dress code, there are no face cards either. "These 52 icons of marketing are a dream team. They each geared up to do things in different areas and illustrated what things should mean for brand and community," said Ogando. "These pioneers took things to a new level. They created new stories. And, most importantly, they were not afraid to fail." The idea of not being afraid to fail is something that is of particular importance to Ogando, namely as a core requirement for each of the marketing heroes. "Look at the business standpoint: If you are not afraid to fail, you are swinging for the fences each time you lead a campaign," continued Ogando. "Sure, you may strike out a few times, but there will be one swing when you have loaded bases and that's when you knock it out of the park." Bakery took on a rote, participation-trophy ‘best of’ list and turned it on its head to make it noteworthy and fun.Matt Pechman, CMO, Shiner Beer One such hero was present for Adweek's conversation with Ogando: Matt Pechman, CMO of Shiner Beer. Meeting up with the game creator at the brewery in Shiner, Texas, Pechman spoke about his admiration for the cards' origin. "Bakery took on a rote, participation trophy ‘best of’ list and turned it on its head to make it noteworthy and fun," said Pechman. "They applied an old-school card game concept and leveraged an exploding, game-changing financial trend which they use to give back to dozens of worthy causes rather than enrich themselves. Why am I not surprised? That’s what they do." Another hero of marketing in Brandia is Diageo Chief Marketing Officer Ed Pilkington who sees the same value in giving back. "What is so thrilling about Brandia is that it celebrates the Diageo core value of relentless innovation and does it through a philanthropic endeavor," he said. "This project is in line with our history of being a force of good." The giveback component is a novel one because each NFT bears the name of that marketer's favorite charity. When the NFT is purchased, proceeds will automatically go to the marketer's chosen charity. Some of the nonprofit organizations include Black Lives Matter, Stop AAPI Hate, Boys & Girls Club of America and Habitat for Humanity. "There was no weight on the charities," said Ogando. "We are giving back to the charitable organizations our chosen heroes selected. They made the choice easy. Each NFT matters." Going from zero to 52 heroes The table-top version of Brandia will be available in a few weeks from the Bakery website. To narrow down the hundreds of nominations Bakery received from its team and close colleagues, Bakery set up an algorithm to determine the final 52. "We looked at a rate of different channels," said Ogando. "If all they had was Super Bowl commercials, the score would be low. If they calculated risks like mastering TikTok, but now using Triller, they scored a little higher. Brandia is a celebration of restless innovation and these 52 heroes are those who embrace that the most." This is special to me, and I hope people will gravitate to the idea and make money for these charities.Micky Ogando, CCO, Bakery The future of Brandia is scheduled for NFT "bonus packs" created annually, but the focus for Bakery is the inaugural round of the CCG deck. Ogando noted if all NFTs are sold, this effort could send $2.5 million to charities. "This is special to me, and I hope people will gravitate to the idea and make money for these charities," he said. "Unlike a typical auction house, every time an NFT resells, the respective charity will get paid again. With NFTs, these charities actually get royalties. This really is the gift that keeps on giving." One of Brandia's marketing heroes is in a giving mood as well. "I’m honored to be made into a card and an NFT benefitting Carrying Hope," Pechman said of his chosen charity, based in Austin. "I can't wait to play the game. And free Shiner for anyone who buys my NFT!” The ABCs of NFTs; The Man Who Helped Biden Reach Black Voters: Monday’s First Things First CREDITS: Chief Creative Officer - Micky Ogando Executive Producer - Madeline CobblerStrategy Lead - Jon LernerCrypto and Finance Operations Head - Hector SilvaCrypto Specialist - Will DiamondFinance Manager - Matt ParkerStaff Director - Jacqueline ThompsonProject Manager - Maggie Snelling BarkerProject Manager - Lea CampbellLead Illustrator- AngurriaIllustrator- James RinereIllustrator- Narges JafariIllustrator- Adrian IbarraSr Copywriter & Game Designer - Chris NordahlSr Digital Strategist- Elizabeth BirdsongDirector of Design - Seain KennadyDesigner - Jon BensonDesigner - Kaleb SindacDesigner - Sage ZbindenDesigner - John MunozMotion Designer - Jason GadePhotographer - Tomas SeguraVideo EP - Judd Cherry