Initially considered a fad that attracted nerds with money to burn, the explosion of non-fungible tokens (NFTs) into the mainstream in March 2021 brought the technology attention and innovation – now, the potential for brands is emerging, the online audience at Cannes Lions Live heard.

Why it matters

A strange and esoteric technology – blockchain – encroached further into the mainstream in March 2021 with the sale of an NFT artwork for $69.3 million. New platforms and greater accessibility are now opening up this marketplace with major implications for both creators and brands as the NFT conversation shifts from finance...