bB

Back Story

I entered the space by a complete fluke. I am a corporate lawyer who spent most of my career as a General Counsel at Coca-Cola. In 2017 I was invited to join a working group on Ethics for Artificial Intelligence & Automated Decision Making and it was through this path that I discovered a non-fungible token collection on the Ethereum blockchain. It was the deep dive that followed that led me to the community.

During the pandemic I had the opportunity to get to know many NFT communities. For me this was an overwhelmingly positive experience – I saw kindness between strangers; visionaries; and diverse groups of people coming together and cooperating on different levels. I joined book clubs organised through social tokens, pacts formed around a soul-bound worm, and made friendships that endure today. I saw much more than the lambos and superficiality that is typically associated with these communities (of course that exists but, for me, the experience was very different). It made me realise that humans really only need one thing in common to spark a connection. It gave me hope for humanity and inspired the mechanics of this project.

I have been involved in philanthropy for as long as I can remember. Change isn’t happening fast enough for me. I remember as a child raising money for school desks in Africa, yet, last month, I was raising money for the exact same cause in Malawi. While I realise that change takes time, I just wonder how effective our altruism really is and whether we are really getting to the root of these problems. Closer to home, we could also do with a shake-up. I can’t help but think that before we tackle the global issues, we really need to fix our own backyard – collectively imagine new ways of being, working collaboratively, and helping humans thrive.

The incredible thing is that, for the first time in history, we have the tools to incentivise and empower humanity to collaborate on an unprecedented scale. Blockchain technology enables coordination algorithms that match humans; anonymised rich datasets; transparent verification methods & tokenised novel incentive structures. We’re standing at a pivotal moment, where we can equip the next generation with the means to cooperate and organise around meaningful, positive change. With these powerful technologies at our fingertips, the next challenge becomes clear: How do we inspire the hearts and minds of people on the ground? How do we spark the desire for humans to work together, not just for their own benefit, but for a shared vision of a brighter, more sustainable future?

I look at our four beautiful children and their amazing friends. I want them to grow up in a world that is kinder, fairer and, to be honest, more fun than today. I see each of their unique talents and passions, and I want them to find their place in the world, where they can spend a lifetime doing what they love. Human flourishing – Aristotle’s eudaimonia – is my hope for them. Yes, I want my babies to flourish, but more than that, I want it for all of us.

Today, I see the masses living in a very different world – a world full of influencers, where fame isn’t necessarily earned by doing good. But what if we met them there? Given the critical moment we find ourselves in, I truly believe there’s a real opportunity to shift the dialogue and tap into this space. I’m not talking about sitting around singing kumbaya – I’m talking about something different. A place where we turn up the fun, dive deep into popular culture, and create a narrative so compelling that the default choice will be to opt in, rather than opt out.

It doesn’t matter why the masses jump on board – their reasons are secondary. My hope is that, by being part of something bigger than themselves, connecting with a community of real people, and doing what they love while being rewarded, the external rewards will lead to intrinsic ones. That one day we will look around and realise it was the intrinsic rewards and human connectedness that led to, and sustained, a better version of the world we have today.

GEB

When I was at Coke, there wasn’t a true brand that combined coolness and fun with a social cause. Sure, we did a lot of philanthropic collaborations, but they hit differently to celebrity or fashion partnerships. If I was going to create a brand of social good with universal appeal, it had to strike the right balance – cool and trendy, yet meaningful enough to truly embody its purpose: uniting humanity around positive visions of the future.

Web3 is a space filled with forward-thinking visionaries, and I credit them with bringing a whole new genre of reading into my life. I remember the day I picked up Gödel, Escher, Bach: An Eternal Golden Braid (GEB) by Douglas Hofstadter. The book explores concepts of mathematics and symmetry through the works of mathematician Kurt Gödel, artist M.C. Escher and composer Johann Sebastian Bach.

Hofstadter explores concepts like recursive systems, self-reference and strange loops, suggesting that complexity and interconnectedness are inherent in many systems – whether in mathematics, art or music. It was his thoughts on Bach’s fugues (and nesting, which I’ll reveal later) that really resonated with me.

“…what binds them all together is not a common melody, but a common harmonic ground.”

This is beautiful. It speaks to the idea that a shared vision or purpose is all we really need to make humanity work at its best. Fast forward to today, and, if you look closely, you will surely see that the little gems I unlocked in GEB ultimately wove their way into the brand, the character, and the narrative, now known to me as bB.

bB

bB is:

A verb – to be (an action verb, because bB is all about doing)

An acronym – for baby (a retro-futuristic, anime-inspired character)

A number – 1618, stylised (the golden ratio, symbolising beauty)

A music note – b-flat (Schubert described as “hope and optimism”)

This is bB’s story.

In a time beyond time, where the universe hummed with cosmic rhythms, there existed an immortal baby known as bB. bB was a vessel of boundless energy & joy – moving through the fabric of existence with the power of good vibes, music, dancing & fun.

But then, one day, something unexpected happened. bB went missing! An enigmatic glitch in humanity caused bB to be trapped in a strange loop, oscillating between 1968 & 1989. It was as if the tapestry of time itself had been woven with a flaw, & bB was caught in its intricate threads.

The glitch had profound consequences. Humanity seemed to lose its way, forgetting the vibrant hues of joy & connection. A global reboot was needed, a resurgence of the fun of living, a rekindling of human connection & a collective effort to write the next chapter of existence.

On a lost island, news of bB’s disappearance spread amongst its animal inhabitants. Rumour had it that a beam of radiant light had the power to correct the distortions in the fabric of the universe. Only humans had the power to generate this light force by collecting magical gems across the colour (wavelength) spectrum.

The animals gathered and “Plan bB” was born. The plan was simple yet profound: to assemble teams of exceptional humans to collaborate in bootstrapping the reboot. As a symbol of their commitment, some animals volunteered to serve as a mascot for these great human teams.

Teams of great humans are assembled, their mission clear: reboot, fix the glitch & save bB – & ultimately the world that they live in….

In GEB, Hofstadter explores the concept of nested stories, where separate layers of a narrative intertwine. I wanted to mirror this in bB’s story – where the glitch isn’t just a cosmic anomaly, but a reflection of humanity itself, trapped in a recursive loop, losing sight of what truly connects us. So, saving bB isn’t just about rescuing a cosmic baby – it’s really about us. It’s about hitting reset, reimagining a completely new way of being, grounded in connection, kindness and collaboration. The mission to save bB is the mission to save ourselves.

But this is not a sad story – quite the opposite. bB represents fun, hope, optimism, cheekiness and beauty. The bB brand is unlike any other. We blend the neon energy of the 80’s, the flower power of the 60’s, and mash beats into fugues to create the biggest real-life MMO since Pokémon Go. It’s where nostalgia collides with innovation, and where human connection, social good and play come together in a way the world has never seen before.

Game on!

Imagine this: You’re walking down the streets of NYC, glance up, and see a neon sign flashing: bB IS MISSING. Below, there’s a call for teams of great humans. You’ve heard bB’s story because the radio keeps playing a new song – it’s a fugue, with beats. Every celebrity has lent their voice to the cause.

You download the app – not because you’re particularly invested in saving the world, but because you’ve heard that if you level up enough in this game, you’ll unlock mind-blowing prizes – exclusive concerts, VIP events, access to private airport lounges – privileges that are usually reserved for the wealthy. But now, for the first time, you can enter not because you’ve paid for it, but because of the good you’ve done.

It’s time for the big team reveal. You can choose to reveal your team right away or head to one of the many bB team reveal parties happening around NYC that evening. You can’t wait, so you hit reveal: TEAM BLUE PANDA[1]! Nice – your best friend is also a Panda. You think he might be on TEAM RED PANDA, but that’s cool. You’ve heard there’s room for cross-team collaboration, so Pandas can team up too.

So, what’s the objective here? You are a player in a real world MMO-like experience, where you join forces with your team mates, go on real-life quests[2], collect and trade gems & artefacts, strategise around real-world problems, level up (and reap the rewards!), all while having more fun than you’ve had in a long while.

Quests (community action initiatives) are the backbone of bB. They’re woven into the game’s lore, and players participate in quests to progress. The masterminds of these quests are the players themselves. There’s a reason for this: humans are most driven to take action on causes that are close to their hearts.

How many times have we seen someone deeply affected by a particular illness embark on an epic journey – cycling across countries or swimming oceans – to raise awareness or funds for a cause that hit home? On a smaller scale, we see the young mother pushing for a shade sail at her local playground so her child can safely play in the summertime (I’ve been that mother!).

That’s why it makes sense for the players to lead the quests – they have lived experience of the problems that need solving. By providing them with the platform and resources, we give them the agency to drive meaningful change.

So, the model is simple – bottom up player-led change with top-down partner[3] support. It’s a positive sum game – corporates get to associate with a brand as cool as bB (and boost their sales), NGOs can focus on their core mission (and less on grant writing and marketing), research institutions can tap into collective intelligence, while the bB Foundation can fund other impactful social projects[4].

In da Club

In this world of bB, we transform spaces. We come together to collectively reimagine our futures. Players gather in community forums, strategise together, throw parties, lead community events, build beautiful shared spaces and gardens, experiment with shared economies. This is where the magic happens.

I’m hopeful that organisations like Rotary, the Lions Club and the Catholic Church – facing dwindling numbers and relevance challenges – will see the incredible opportunity to breathe new life into their old buildings, transforming them into light-filled, dynamic pop-up think tanks of young people[5] around the world. Until then, even a space in the local library, a pop-up venue in a community centre or an innovation hub will do!

These clubhouses will be designed to inspire and empower players with the tools they need to make an impact. There will always be something happening – partner-sponsored design-thinking sessions, late-night social impact workshops, player-led yoga classes or simply a space to hang out and connect.

We’ve got soft-serve machines[6], Dyson hair curlers in the “bB borrow-bar”, communal gardens and even ID activated lockers where players can leave little gifts and notes for each other. We will experiment with designing the kind of community we want to live in.

Young people will never feel alone here. This is where they can level up – in game and in life.

End Game

In my mind I can see how this could all play out. It looks something like this:

This project is so much bigger than me.

I am hopeful that someone who has read this far (thank you!) may start to love bB as much as I do.

Carla x

carla@planbb.io

[1] You also get issued your privacy-preserving digital bB ID – BP 456. This player identity is your golden ticket to entering events, connecting and trading with teammates and building your reputation as an awesome team member.

[2] Quests are community action projects organised into five pillars around the UN SDGs – broadly environment, education, sports & fitness, arts & culture and nutrition & health.

[3] Partners include brands, NGOs, research institutions, government.

[4] I recognise that we live in a world where many countries still lack the basic infrastructure to support bB quests –we will not leave them behind. bB is about creating lasting, transformative change for all and fostering a sense of collective responsibility. We will establish a fund within the bB Foundation providing support until the time comes when we can unlock systemic change at scale.

[5] bB’s target audience is 18–35.

[6] Ice-cream is always top of my priority list but clubhouses can be customised for all community needs!