One of England's last World Cup memories becomes an NFT for Alzheimer's Research

Above+Beyond turned voice recording from 80-year-old player Sir Geoff Hurst into a digital record

Published On
Jul 28, 2022

Editor's Pick

In 1966 England memorably won the soccer World Cup, but today, just three members of the team are still alive, with many having tragically lost their lives to Alzheimer's and dementia.

Sir Geoff Hurst, now aged 80, is the only surviving player with clear recall of the match day. So London ad agency Above+Beyond has decided to preserve his memory as an NFT, with the proceeds going towards research into the disease. 

Above+Beyond worked with artists Harry Yeff and Trung Bao, creators of “Voice Gems” system, to turn Hurst’s words from a voice recording into a sculpture preserving the memory. It created limited edition NFTs which will be auctioned off via online digital art auction site “Nifty Gateway” on Sept. 26 in the run up to the next World Cup. The proceeds will be donated to Alzheimer’s Research UK and the Alzheimer's Society.

Above+Beyond has both created the campaign and fully minted the NFT ready for sale, working in partnership with Idea Farm on PR, Code on production and the Hero talent agency. 

“As time passes, and memories fade, the 1966 World Cup is still etched in my brain, and I am fortunate to be able to recall that life changing experience even at the ripe old age of 80 years,” said Hurst in a statement.  “Watching from the sidelines as teammates from that World Cup winning side have been impacted by the awful disease that is Alzheimer’s has been a humbling experience. These amazing men were more than teammates, they were heroes to me - and to the rest of the nation.”

“Raising vital funds and awareness for charities like Alzheimer’s Research UK and the Alzheimer's Society, is close to my heart and getting involved in an NFT project to do that has been an eye-opening experience. Of course, I've read about this new world of NFTs and my grandson has often talked about them. tTo be able to call on my own memories of 1966 and immortalize them digitally for future generations was what really intrigued me.”


Jul 28, 2022
Agency :

Need a credit fix? Contact the Creativity Editors

Project Type