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By Janelle Okwodu
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Gisele Bündchen has modeled for every luxury brand imaginable—Chanel, Versace, Gucci, the list goes on—but the runway legend’s latest campaign may be her most important. As the first face of cryptocurrency exchange FTX, Bündchen stars alongside CEO and founder Sam Bankman-Fried in sleek imagery shot by longtime collaborator Nino Muñoz. The pictures are striking, but their purpose is substance rather than style. They both mark Bündchen’s new role as FTX’s Head of Environmental and Social Initiatives, and announce Bankman-Fried’s pledge to donate a billion dollars to charitable causes over the next year. “Whenever someone is willing to commit to change, I’m willing to help,” shared Bündchen at the SALT Crypto conference in Nassau, Bahamas yesterday. “Sam is making such an important statement with this, and I’ve found that inspirational.”
During Bündchen’s initial meetings with Bankman-Fried, the pair realized the power of their combined skill sets. The CEO shares the supermodel’s passion for philanthropy, and organizations focused on combating poverty, protecting wildlife, and safeguarding the environment for future generations will all benefit from the scale of FTX’s donation. Bündchen will serve as an advisor in her new role, helping to connect FTX with charities that can have the broadest impact. “It’s so important when companies pledge to give these large amounts through funds because it sets a precedent,” says Bündchen. “What made me excited about this partnership was the impact they can have. much more than anything a single individual can accomplish on their own.”
Bündchen in the new FTX Campaign
In less than a decade, cryptocurrency has moved from niche to inescapable. For Bündchen, collaborating with FTX was a chance to learn more about the inner workings of the crypto community. “It was all new to me, but I liken it to when we first got the internet,” says Bündchen. “I remember not understanding it—I had my fax machine and wanted to hang on to my pencil and paper! There’s always that period of disruption, but then the new technologies that seemed so foreign become a part of your life.” A quick study, Bündchen found herself fascinated by the possibility that new mediums of exchange can challenge inequality. “There is a real potential for good [with crypto], a chance to foster positive change and create a level playing field,” she says. “Our current system hasn’t worked out great for everyone.”
By promoting crypto via a glossy campaign shot by a team of industry vets and spreading the word about FTX’s foundation, Bündchen hopes to inspire other companies to give big. “Imagine if every corporation in the world decided to give this much,” she says. “If [companies] stepped up and said ‘we have the funds and want to tackle these issues,’ they could potentially resolve so many problems.”
Bankman-Fried in the new FTX campaign
By Elise Taylor
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