, 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.
During Bündchen’s initial meetings with Bankman-Fried, the pair realised the power of their combined skill sets. The CEO shares the supermodel’s passion for, and organisations 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.
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.”Collaboration is something Bündchen prioritises personally and professionally.
Bündchen credits her interest in philanthropy to her family and the lessons she learned alongside her five sisters during their childhood in Horizontina, Brazil. “We grew up sharing everything [especially] our chores, and it taught us to rely on each other,” she says. “Collaborating made things fun for us, so this idea of teamwork is a constant in my life. It has carried me through childhood and permeates everything I’ve done as an adult.
Modelling may have made her a household name, but Bündchen considers the work she’s been able to do in philanthropy as her true calling. Whether she is working with St Jude’s Children’s Hospital, the United Nations, the Clean Water Project, or helping a company like FTX decide how to donate its billions, Bündchen feels giving back is its own reward. “This is what brings me joy and gives my life a sense of purpose and meaning,” she says.
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Why I’m still not taking crypto seriously\n\t\t\tExpert insights, analysis and smart data help you cut through the noise to spot trends,\n\t\t\trisks and opportunities.\n\t\t\n\t\tJoin over 300,000 Finance professionals who already subscribe to the FT. We shouldn't indeed, but financial regulators, politicians, and law enforcement officials should. Isn't the combined crypto 'market cap' about $3 trillion now, up from under $20 billion just 5 years ago? Mr. Madoff stole a few billion, this will be orders of magnitudes bigger.
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