The MWVerse Lobby + Brand Gallery Rooms
After a two year hiatus, Cannes 2022, was a live in-person event. For all the people who wouldn’t be able to attend the festival in person, we wanted to build a brand experience to share the event live.
The MWVerse is a virtual gallery space that showcased 12 of our top campaigns. The virtual destination also allowed us to live stream from Cannes through Meta Horizon. To create the robust and meaningful experience, we partnered with the platform Journee, avatar creator ReadyPlayerMe and Meta.
Each campaign had its own branded gallery space, and each gallery displayed an award winning case study. With the help of the Meta Reality Labs team, we video captured our Creative Leaders in Meta Horizon describing the background stories of their campaigns. The Meta Horizon video intro then transitioned to the live action case studies. This layered approach allowed us to simulate the feeling of the future of Web3 by creating the sense of traveling between platforms.
MWVerse - GM - Meta Case Study
McCann Detroit ECD’s Brad Emmett and Chuck Meehan were captured live via the Oculus Quest describing the bts of GM’s Dr Evil Super Bowl. The integrated campaign case study was played in Meta Horizon as well.
MWVerse - Verizon - Fortnite - Meta Case Study
The 2021 Super Bowl was socially distanced with only 25,000 fans in attendance. In addition to that, the NFL cancelled the in person brand activations - so, Verizon built a virtual stadium in Fortnite instead. Creative Director Toni Kaleda describes the behind the scenes as an intro to the case study.