This non-profit is fighting homelessness through NFTs

HomeStart and TBWA/Chiat/Day L.A. sell virtual real estate to stop IRL evictions

Published On
May 03, 2022

Editor's Pick

Last month, one agency introduced the first homeless person in the metaverse. Now, a new campaign from TBWA\Chiat\Day L.A. is trying to stop IRL homelessness through NFTs. The initiative hops on the virtual real estate trend to help those on the brink of losing their physical homes.

HomeStart, a non-profit to end homelessness, launched “Inverse,” a virtual apartment complex in the upcoming metaverse platform Cornerstone where the price of a unit is one Ethereum, or about $3,000. That price, according to the organization, is the dollar amount needed to stop an eviction and support a family in need for 12 months.


The sleek, modern building, designed by Boston architecture firm Icon, looks like it was plucked from the streets of a major city, with gleaming floor-to-ceiling windows and rooftop gardens, but it’s instead nestled amongst a lush, green forest with mountain views. Of course, the gorgeous locale is digitally rendered in the metaverse, so avatars are able to jump from soil to penthouse and soar around the structure like superheroes.

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Each of the building’s 49 units will be sold individually as part of the NFT collection. Eight floor plans are available, some featuring multiple floors and others garden terraces. They will be priced according to size, up to five Ethereum. The buyer will then own that apartment and can visit it virtually when Cornerstone launches, by the end of 2022.


All proceeds from each NFT’s original sale and 10% of all resales go to HomeStart’s work to help families on the brink of homelessness.

“The metaverse is often cast with the stigma of excess,” said Bert Marissen, creative director at TBWA\Chiat\Day L.A., in a statement. “After all, why are people investing in virtual worlds when there are so many problems to address right here on earth? But we believe we can create something that allows people to do both.”



May 03, 2022
Client :
Agency :
TBWA/Chiat/Day-Los Angeles

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