Story at a glance
- In a new collection, street-style artist and illustrator Sophia Chang reimagines the Campbell’s Soup Can.
- The redesigned label modernizes the logo and script while paying homage to the original label from 1898.
- All proceeds are going to Feeding America, and the company has promised to offset the carbon footprint of the NFT.
When Andy Warhol produced his series of Campbell's Soup Cans on 32 canvases, pop art was forever changed. Decades later, the red and white label is getting back in the game in the midst of another revolutionary moment in art history: the digital age.
Starting on July 27, Campbell's first official digital art collection authenticated by nonfungible tokens (NFT) is available for sale on NTWRK. Created by street-style artist and illustrator Sophia Chang, the 100-piece series and an exclusive animated work is using the iconic soup can to fight food insecurity.
“Some of the most famous pop art ever created was inspired by the Campbell’s red and white can -- the design is as much a staple of the grocery aisle as it is American culture,” said Chang in a release. “As a visual storyteller, I always am looking for new ways to express creativity. I wanted to hero the beloved label with key words that connect to the brand for me, while including a photo-real element of the fresh label to celebrate the new design.”
All proceeds from the collection and the auction, which ends on Aug 6, will benefit Feeding America, and the company says it will work with both NTWRK and Aerial to offset the carbon footprint of the NFT. While the technology is revolutionizing the digital art world, it comes at an environmental price. Creating and minting NFTs require a high level of computing power and energy, similar to that of cryptocurrencies such as Bitcoin and Ethereum.
“We’ve been on a journey to reimagine this iconic brand and appeal to new generations of consumers who are cooking at home more than ever, while still honoring our rich history,” said Linda Lee, Chief Marketing Officer, Meals & Beverages, Campbell Soup Company, in the release. "The commissioning of our first-ever NFT art piece pays tribute to our place in art and pop culture, while celebrating in the most modern art medium to date.”
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