Love triumphs over all odds, including restrictions on marriage based on race, faith, or sexual orientation. This is what Unilever’s oral hygiene brand Closeup preaches through its adventure into the NFT and metaverse via Decentraland. The collaboration created the world’s first NFT marriage certificate, allowing couples to marry in the Metaverse.
Closeup and Decentraland invite couples to break free from real-world restrictions and limitations and celebrate their union in its metaverse “City Hall of Love,” created by MullenLowe which has the tagline “immortalize your love on the blockchain.”
After sharing their inspiring love stories, Closeup will sponsor the first ten selected couples’ metaverse weddings and an NFT marriage certificate.
Closeup aspires to inspire lovers, spark conversations, and ultimately pave the way for change toward a future in which all marriages are equal.
Couples can get married in the presence of their friends and family–all of them in their avatars with a simple ceremony beginning with a proposal, exploring the environment, and interacting with their very own wedding officiant.
The couple can then mint an NFT Certificate of Marriage, which will not be legally binding or have any legal weight in any country’s jurisdiction, but it’ll be a move towards the universal right to be with someone you love.
Gaurav Datta, Global Brand VP, Closeup said, “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 judgment, so they can experience closeness on their terms.”
While Closeup is on-brand for this initiative, Decentraland has witnessed a metaverse wedding ceremony before. A Phoenix couple made history by marrying digitally, becoming the first meta-marriage on Decentraland.
