1
Metaverse - Chair's Award
chair
Company/Agency
Doppelgänger
Client
Wimbledon (All England Lawn Tennis Club)
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Executive summary
Wimbledon has a problem with its ageing audience. With each passing year the average fan gets older and older. As we know, the media landscape has proliferated in a way that means younger audiences now have infinite options at their fingertips, coupled with an increasingly shorter attention span. The team at Wimbledon alongside its agency, Doppelgänger, realised that the best way to reach and engage the coveted audience was to show up where they were spending their time. With social media being an increasingly difficult space to cut through the noise and algorithms, the team turned to metaverse gaming platforms. We knew that to reach the breadth of our target audience (under 24s) we needed to adopt a multi platform approach so we decided to create live activations on both Roblox and Fortnite - the two largest metaverse platforms, each catering to a slightly different core age group. The results exceeded our expectations. We have seen over 14.5 million combined visitors to our virtual experiences during the live event window - over 30x more than those able to attend the live event in person. Among the younger audiences we saw a brand uplift of 21% following the 2023 tournament vs 2022. These reputational scores were reflected in live viewing figures as well. In the UK, the BBC’s overall coverage in 2023 set a new record for digital viewing figures, with the tennis Grand Slam streamed 54.3 million times.
Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| N/A | N/A | N/A | N/A |
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1
Metaverse - Grand Prix
GP
Company/Agency
Jam3
Client
Adidas Originals
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Executive summary
As adidas Originals felt it was losing its connection with Gen Z, the brand asked us to help them reconnect with this audience. Our bespoke research indicated that a third of Gen Z consumers feel their digital expression is their most authentic self. As an enabler of originality, adidas knows the importance of self expression—but the options to self-express in the metaverse leave much to be desired. So, we created the world’s first personality based, AI-generated avatar creation platform, in collaboration with Ready Player Me. From start to finish, we conceptualized, designed and developed the web experience from the ground up, including the digital platform and corresponding experience, characters, characters’ garments and add-ons, and even the surrounding social campaign assets. Designed to empower and open up the pursuit of self expression for all, the online Ozworld experience enabled users to create their unique digital selves. These digital avatars could then be taken to any one of over 1,500 different metaverse apps and games. On top of that, this was the first time adidas let an outsider partner create a digital fashion line! The results were impressive: we welcomed 250k unique users to the web experience in the first week, 428k avatars were generated in the first ten days following the launch, and 10m unique avatars were created in total—all inspired by 3 new Ozworld silhouettes.
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Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| N/A | N/A | N/A | N/A |
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5
Metaverse: Best Brand Experience
Company
Jam3
Client
Adidas Originals
Summary
As adidas Originals felt it was losing its connection with Gen Z, the brand asked us to help them reconnect with this audience. Our bespoke research indicated that a third of Gen Z consumers feel their digital expression is their most authentic self. As an enabler of originality, adidas knows the importance of self expression—but the options to self-express in the metaverse leave much to be desired. So, we created the world’s first personality based, AI-generated avatar creation platform, in collaboration with Ready Player Me. From start to finish, we conceptualized, designed and developed the web experience from the ground up, including the digital platform and corresponding experience, characters, characters’ garments and add-ons, and even the surrounding social campaign assets. Designed to empower and open up the pursuit of self expression for all, the online Ozworld experience enabled users to create their unique digital selves. These digital avatars could then be taken to any one of over 1,500 different metaverse apps and games. On top of that, this was the first time adidas let an outsider partner create a digital fashion line!
The results were impressive: we welcomed 250k unique users to the web experience in the first week, 428k avatars were generated in the first ten days following the launch, and 10m unique avatars were created in total—all inspired by 3 new Ozworld silhouettes.
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Company
Buoy Studio, The Gang
Client
Fidelity Investments
Summary
To grow financial literacy among today’s youth, Fidelity harnessed the power of gaming by
launching "Pancake Empire Tower Tycoon" on Roblox. Merging engaging gameplay with es-
sential money lessons, this innovative game witnessed an astounding 11 million+ visits since
its debut, resonating with young players and achieving an average playtime of 13 minutes.
As pioneers in their industry and leveraging the Roblox platform like never before, Fidelity's
efforts have not only garnered viral success but also showcased their commitment to the
next generation. Their groundbreaking strategy exemplifies a future where financial educa-
tion is just as tasty as it is transformative.
© 2023 FMR LLC. All rights reserved.
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Company
Warner Bros Discovery / Cartoon Network
Summary
At Cartoon Network we’re always searching for new innovative ways to reach and engage with kids on platforms where they authentically spend their time, to give them new and exciting ways to experience their favourite Cartoon Network shows and characters. Kids are all now sharing their time across platforms and we wanted to create something that kept our brand relevant and part of their daily routine. Our research showed that gaming is a key area where kids audience are spending a considerable amount of time discovering content and brands. In order to connect with young audiences we needed to include gaming in our digital strategies and created a first-to-market idea that prioritised engagement with kids. This report talks through how our Roblox experience helped to build brand affinity with existing Cartoon Network fans but also work towards recruiting new audiences to the brand and channel. It offered an opportunity for the audience to experience our key IPs. This report show how our Cartoon Network Game On! Roblox experience created a fun and engaging place that drives ongoing 24/7 engagement, awareness and brand relevance for Cartoon Network with young gamers 6-12 yrs (both boys & girls), whilst raising awareness of the Cartoon Network within the metaverse and driving game play and encourage re-visits.
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Company
Spark Foundry
Client
Pizza Hut
Summary
Can pizza save humanity? In a first-of-its-kind virtual collaboration, Pizza Hut partnered with Rob Shields, the creative guru behind End of the World Pizza (EOWP) - a ground-breaking and world-building storyline told through Augmented Reality (AR) comics and a stylized NFT collection - to create a limited-edition NFT drop merging IP, storytelling, and next generation platforms.
An authentic, founder-led partnership was critical to the project as it marked Pizza Hut’s first foray in the Metaverse & Web3 space. The creation of 10 limited-edition Pizza Hut-inspired NFTs, unlocking free Pizza Hut for a year among other rewards, enabled Pizza Hut to utilize a new class of IP in a fully immersive & genuine way. While Web3/the Metaverse has created exciting opportunities for brands, Pizza Hut recognized that the most compelling & innovative way to authentically connect with creators & their followers was by utilizing IP in an original way that enables participation, gameplay, and rewards.
The collection debuted at ComplexLand 3.0 where attendees interacted with three Pizza Hut-inspired EOWP delivery drivers and hover vehicles to learn more about the collection, order Pizza Hut for IRL delivery and enter to win one of the 1/1 NFTs. To promote the launch and truly become a part of Web3 culture, Pizza Hut’s Twitter was commandeered by an EOWP driver during the event with a profile picture swap to showcase the brand’s first-ever NFT acquisition.
This unique partnership made one thing clear: in the Metaverse, Pizza Hut really could save humanity.
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Company
dentsu one Taipei
Client
Yahoo
Summary
Yahoo TV has enhancing the immersive content experience since 2017 and has very strong solution by our virtual production technology. The virtual production blurred the line between real and virtual word. It's also the easiest way to get into metaverse. There are 3 advantages of Yahoo TV virtual production：Fast, easy to adjust on shooting spot, and no need post production.
In the past year, we had the findings that "Experience marketing" is the best way to deliver our immersive solutions. We chose 3 key VVIP clients to have the further advanced and exclusive immersive experience. All clients would join us in metaverse and be the part of the immersive creators.
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0
Metaverse: Best Gaming Experience
Unfortunately, the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We can't guarantee feedback on specific entries but if you would like to know more about the judging process to help explain, then please let us know
2
Metaverse: Best Merchandise/Wearables
Company
Jam3
Client
Adidas Originals
Summary
As adidas Originals felt it was losing its connection with Gen Z, the brand asked us to help them reconnect with this audience. Our bespoke research indicated that a third of Gen Z consumers feel their digital expression is their most authentic self. As an enabler of originality, adidas knows the importance of self expression—but the options to self-express in the metaverse leave much to be desired. So, we created the world’s first personality based, AI-generated avatar creation platform, in collaboration with Ready Player Me. From start to finish, we conceptualized, designed and developed the web experience from the ground up, including the digital platform and corresponding experience, characters, characters’ garments and add-ons, and even the surrounding social campaign assets. Designed to empower and open up the pursuit of self expression for all, the online Ozworld experience enabled users to create their unique digital selves. These digital avatars could then be taken to any one of over 1,500 different metaverse apps and games. On top of that, this was the first time adidas let an outsider partner create a digital fashion line!
The results were impressive: we welcomed 250k unique users to the web experience in the first week, 428k avatars were generated in the first ten days following the launch, and 10m unique avatars were created in total—all inspired by 3 new Ozworld silhouettes.
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Company
PwC Italy
Client
Ve.La.
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5
Metaverse: Best Metaverse Company
Company
Creative Content Works (part of the Ride Shotgun Group)
Summary
Our mission is simple... create amazing content at speed and scale.
Creative Content Works (CCW) fuses world class creative talent, proven production, and cutting-edge technology to create award-winning work for leading retailers and brands in the UK. We lead where no one else dares, while others are catching up.
Our creative thinkers and tech innovators specialise in hyper-realistic CGI, 3D Modelling, VFX, VR/AR/Mixed Reality and strategic campaigns that are the lifeblood of modern brands. This background in CGI and Digital Twin Technology sets the foundation for what’s possible in the Metaverse. CCW’s marketing solutions are truly unique and help to keep our clients at the forefront of the industry with Metaverse Ready Content.
In the past 18 months:
> We have scaled 3D scanning and our photogrammetry pipeline to create 1,000’s of Metaverse Ready 3D Models every month using sophisticated hardware, software and custom automation.
> Our physical based rendering scanner evolved to the next iteration of hardware giving the production team the ability to create visually rich, photoreal “digital twins” of their products and surfaces.
> We have built strategic partnerships with leaders in Real-time Streaming and 3D Content Creation Tools such PureWeb, 8th Wall and Unreal.
> Delivered Keynote Presentations on the Metaverse at eCommerce Conferences nationwide.
> Finally, we produce millions of images at speed and scale - without compromise, helping customers to serve 11.7M product combinations on demand.
This is only the beginning and why we feel we’re a front-runner for “The Best Metaverse Company"
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Company
EY
Summary
In today’s fiercely competitive global market, success depends on finding and seizing new opportunities to grow your business and better manage risk.
EY teams have developed Growing Beyond BordersTM (GBB) which gives clients insights and fresh perspectives needed to fully understand and address challenges and opportunities of global markets. It helps clients explore data and strategic business drivers from 10,000 dataset in a highly visual way through an EY-facilitated session in EY wavespace.
To help clients with more intuitive, realistic and engaging experience, EY teams introduced a fully immersive and interactive Metaverse version of GBB. Clients can engage with GBB-Metaverse through an EY-facilitated experience in EY wavespace, utilizing Oculus headsets and leveraging over 200 datasets, that creates a memorable experience while improving decision-making through actionable business insights.
While it is designed for use in an EY wavespaceTM center, GBB-Metaverse can be used at events, client sites and EY offices through an Oculus headset, simulating different environments as per clients’ requirements.
GBB-Metaverse shows publicly available, macroeconomic and other data from a variety of sources and applies it to the appropriate geographic area. Data is displayed on a map and color-coded on interactive charts, such as heatmaps, comparison tables etc. to help clients easily generate insight out of huge amount of data.
GBB has been leveraged with thousands of clients with rich insights to navigate opportunities and risks of doing business globally. GBB-Metaverse has been leveraged to engage clients and EY people at multiple events. GBB leverages technologies from EY metaverse lab.
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Company
Metavision
Summary
Metavision was established in 2020, before the Metaverse was trending, and before Facebook rebranded to Meta. We’re collaborative, we’re platform agnostic, and for us the virtual sky's the limit. We’re laser-focused on reaching existing audiences and value our player-first approach by forming strong relationships with the different platform communities, ensuring that any brands who come to us will know that their brief will be turned into a Metaverse experience that players actually want.
We are the creative agency for the Metaverse. We form strategy and innovative creative concepts, and work with the best-in-class production partners to bring these to life in Metaverse platforms. But it does not stop there. We take a 360-campaign approach and often work with media agencies, influencers and talent agencies to generate impact and give longevity. From interactive owned channel deliverables to influencer activity to innovative 3D OOH – we do it all.
And we go even further. We also work with entertainment companies, advising them on IP strategies to build out audiences in the metaverse platform. And we are building the next generation media brand in platforms like Fortnite, leaning into current platform trends to create an engaging and playable experience that brands can jump into quickly, knowing there’s an already engaged player base to tap into.
The BBC, Netflix and Timberland. It’s only been 3 years and we’re just getting started…
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Company
Supersocial
Summary
As a company with a mission to create and empower digital communities, Supersocial has consistently pushed the boundaries of what's possible in virtual worlds. Led by visionary entrepreneur Yonatan Raz-Fridman, Supersocial has assembled a diverse team with deep knowledge of platforms like Roblox, solidifying its position as an influential force in immersive digital entertainment. The company’s impressive, proven track record can be attributed to their ability to combine deep expertise in the metaverse with the skills of not only next-generation game developers but creative and innovative storytellers. The team’s unwavering vision and dedication to excellence have propelled them to the forefront of this immersive landscape, where they are actively shaping the future of brand engagement.
Supersocial offers partners a 360-degree metaverse-as-a-service solution. From initial ideation, to development, to launch and growth of metaverse games and experiences, the company creates immersive, engaging and visually stunning worlds that invite users to experience beloved brands and IP in a whole new way.
Innovative Collaborations:
Supersocial's cutting-edge studio has become synonymous with creating, producing, publishing, and operating premium experiences and brand worlds within the Roblox platform. Their dedication to excellence is showcased through a diverse portfolio of immersive experiences for such world-renowned brands as Toikido, NARS Cosmetics, and Baby Queen, to name a few.
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Company
Vatom
Summary
Companies understand that traditional advertising no longer works, and they are looking for new, direct, and engaging ways to connect with their customers. Enter Web3 which can enable a new form of always-on and direct engagement between Consumers and Brands.
However, current solutions are disconnected, not consumer friendly, and require a high degree of technical know-how. As a result, companies quickly discover that most Web3 products are impossible to implement or can only serve a small fraction of their target customers.
At Vatom we have overcome this challenge by building the world’s first enterprise-grade Web3 SaaS platform. Features include the world's first consumer-friendly Universal cross-chain Wallet that can be accessed easily via a URL (nothing to download). Next, the platform supports no-code, drag-and-drop, creation of both traditional and Smart NFTs(which our founder invented in 2015). We have also integrated our own virtual spaces solution that can host tens of thousands of people in the same space and at the same time. No other solution in the world can do this.
Finally, we took all this complexity and wrapped it in an easy-to-use, scalable, and secure SaaS solution that anyone can use.
As a result of this multi-year effort, Fortune 100 brands are now actively building entirely new Web3-based customer engagement channels. Companies such as Deloitte, E&Y, Pepsico, State Farm, Paramount, Intel, iHeart Media, Diageo, Verizon, Volvo, WPP, and others are using the Vatom platform to better serve their customers and help accelerate Web3 adoption around the world.
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3
Metaverse: Best Metaverse UX
Company
VLGE
Client
Women's Wear Daily
Summary
VLGE, a technology platform that enables the creation of 3D virtual worlds as a way to empower creative expression, and Women’s Wear Daily (WWD), collaborated on the creation of an immersive fully native multiplayer metaverse, marking a historical moment in fashion. The project celebrated WWD's moments in history virtually. The event was live-streamed and accessible on June 28th, 2022, during the WWD Metaverse Symposium for a limited audience in la Galerie Bourbon, Paris, France. The WWD Metaverse featured unique exhibitions including an interactive display of iconic fashion moments during WWD's lifetime, with limited edition NFTs available on the VLGE Marketplace. After exiting the museum, users entered the WWD Black Box, an immersive space featuring interactive storefronts, showrooms, and exhibitions with partners such as Alibaba Group, Accenture, Give Back Beauty, and Leger. These select brand partners were able to engage with WWD readers and seamlessly convert them into customers via virtual storefronts that connected to their websites and e-commerce platforms. Inside the Black Box is a portal that transports visitors to The Grand Palais and Jules Verne-inspired greenhouse. The greenhouse space hosted various events, such as exhibitions, real-time fashion shows, and panel discussions. The WWD Metaverse Symposium was simultaneously broadcasted in the digital environment and included speakers from Meta, L’Oreal Groupe, Roblox, and Gucci. Ultimately, the VLGE x WWD activation enabled users to have a unique education experience by being able to immerse themselves in a 3D virtual world where fashion and retail merge.
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Company
DEPT®
Client
H&M
Summary
H&M conquers the metaverse with its first virtual showroom. Together with Journee and DEPT®, the brand created a first-of-its-kind virtual space for meaningful exchanges with the target group, as well as immersively showcasing its latest collection. After the strategic consulting, conception of user flows, and UX by DEPT®, the overall concept was implemented into (virtual) reality based on the Journee technology by using Unreal. The collection is brought to life with animated photorealistic 3D renderings of garments, and the division of the showroom into separate areas allows users to experience the brand, collection and the respective themes of the space, i.e. trends. Life-size fashion pieces, extensive details and sophisticated tours allow brand activation in a whole new way. In addition to displaying individual pieces, H&M uses the showroom to promote a particularly important message: sustainability in the fashion industry. The 'Sustainability Garden' area provides interactive information on the innovative 'AirCarbon' material, and trends in sustainability efforts. After using the showroom for a B2B target group in the first step, B2C use cases such as market launches, meetings, concerts and further events will also be evaluated and realised in the future. And with "Celestial Spaces", the first concert in the H&M virtual universe with the artist BGYO, H&M has already taken the first step.
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Company
dentsu one Taipei
Client
Yahoo
Summary
Yahoo TV has enhancing the immersive content experience since 2017 and has very strong solution by our virtual production technology. The virtual production blurred the line between real and virtual word. It's also the easiest way to get into metaverse. There are 3 advantages of Yahoo TV virtual production：Fast, easy to adjust on shooting spot, and no need post production.
In the past year, we had the findings that "Experience marketing" is the best way to deliver our immersive solutions. We chose 3 key VVIP clients to have the further advanced and exclusive immersive experience. All clients would join us in metaverse and be the part of the immersive creators.
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2
Metaverse: Best Music Experience
Company
TheSoul Publishing
Summary
‘We already live in a reality where it doesn’t matter if you are a human or a virtual person.’
These are some of the famous first words of TheSoul Publishing’s metaverse popstar, virtual influencer, and ‘global icon’: Polar.
At TheSoul, we believe the metaverse has the power to transform digital entertainment in ways never before possible. That’s why, when we launched our metaverse popstar, Polar, we wanted to deliver a unique, unforgettable musical experience for her millions of fans that connected with them in the same way a real-life event and popstar would.
As the Powerhouse of Positivity, TheSoul is the world’s most popular online media company, with over 1.5 billion social followers and millions more joining us every month. With 20 billion monthly views across twenty languages, our uplifting content generates more social views than any other media company, including Disney and Warner Bros. Discovery.
By bringing together the virtual and physical worlds while mixing the gaming and music industries, Polar is leading the way as a virtual influencer, creating a unique type of digital fandom, powered by the rapidly expanding and innovating metaverse.
With Polar as the first artist in our new TheSoul Music division, we have high hopes for our superstars. Last October, Polar’s debuted her first single, Close To You, on the metaverse game Avakin Life. This year, she returned and headlined the Solar Sounds Festival, providing a musical experience unlike any other - further demonstrating the limitless potential of the metaverse for creating unforgettable moments.
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Company
Warner Music Group, NFL, Intuit & Gamefam
Summary
How do you expand the audience of the Super Bowl, one of the largest and most popular cultural events in not only North America but the world, to over 200M players on Roblox?
To answer that question, the NFL and financial and accounting software sponsor Intuit enlisted Warner Music Group, Gamefam (the leading metaverse game developer) and Saweetie (two-time Grammy nominee including 2022 Best New Artist) to launch an interconnected Super Bowl experience in the metaverse.
Complete with full motion captures, the concert performance included chart-topping hits, including “Tap-In,” and “ICY GRL,” and Gen Z and Alpha players on Roblox absolutely loved it.
Other experiences included:
Super NFL Tycoon: a new Roblox game where players live the fantasy of becoming NFL team owners
Rhythm City (now known as Harmony Hills): a music-themed social role-play game where players role-play as musicians, agents, producers, and influencers; the world served host to the Saweetie Super Bowl Concert
It was a smash hit!
- The Saweetie Super Bowl Concert is the highest rated concert ever on Roblox with a 91% player rating, ahead of major concerts like Elton John, The Chainsmokers (Gamefam) and K-Pop sensation NCT127.
- The Super Bowl campaign remains one of the top 5 Roblox events over the past 12 months with over 7.5 million visits in one week.
- Intuit more than doubled brand awareness (2.6x), understanding of Intuit’s ecosystem of products nearly doubled (1.8x) and Intuit earned more than 400 million meaningful brand engagements in just 2 weeks.
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7
Metaverse: Best Partnership
Company
Ally
Summary
True to our brand, we set out to be an Ally to consumers in a place where they are deeply engaged. While others were clamoring to be the first in the “metaverse”, we focused on how we could be authentically valuable to consumers in the gaming and esports space. We built something that honored our research findings and offered gamers what they truly want: entertainment. We define these collaborations in “the metaverse” as digital connectivity through innovation.
We replicated the #48 NASCAR car directly in Fortnite Creative piece-by-piece and the Fortnite user could run around and explore the car like an ant dropped on the hood. To enhance the experience further we created compelling mini-games. The developers created a racing map called “Chaos Course” that threw the player into a racing environment where the player could travel inside AND outside of the car. The map is one of the first corporate uses of Fortnite’s latest technology, UEFN.
Through our partnership with Hendrick Motorsports, we created a custom Ally Arena paint scheme for the #48 car that Alex Bowman drove in the Coke Zero Sugar 400. National media outlets picked up on this collaboration resulting in a reach of over 88M impressions.
The collaboration in Fortnite increased our brand perception within the community. Seeing Ally within the Fortnite platform made the audience more likely to use Ally in the future – 87% agree or strongly agree, and over 50% of the audience will consider using Ally in the future.
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Company
Value of We GmbH
Client
Jägermeister
Summary
The Jägermeister-Hape partnership represents a fusion of physical and digital realms, marking Jägermeister's authentic entry into the Web3 space. Collaborating with the Web3 NFT community, Hape, Jägermeister introduced its first digital brand ambassador, the ‘Genesis Hape’, a 3D character reflecting the brand's dual personality and commitment to community. This partnership brought innovation to Hape's 400,000-strong fan community and aimed to foster greater loyalty and engagement for both brands.
The campaign strategy was designed to integrate Jägermeister's renowned physical experiences with Hape’s digital proficiency. This union created an immersive experience that authentically resonated with target audiences inclined towards innovation and community culture. The strategic alliance was facilitated by Value of We, a Berlin-based consulting agency.
A cornerstone of the strategy was capitalising on the synergy between Hape's thriving community and Jägermeister's physical event prowess. The campaign was launched with a sold-out party in NYC, featuring live performances, digital tokens for attendees, and a Times Square screen takeover, followed by a similarly successful event in London. Social media, including Instagram, Twitter, and Discord, were leveraged effectively, engaging the community with digital wearables for their Hapes and interactive experiences at events.
The campaign's impact was substantial, achieving high organic social media reach, with tens of thousands of impressions, views, and likes across platforms, affirming the campaign’s success in bridging the physical and digital worlds. This collaboration sets a precedent for innovative, multi-dimensional brand experiences, as demonstrated by the tangible, positive results and enthusiastic reception from the community.
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Company
DRUM OMG
Client
Cupra
Summary
How do you launch an unconventional car from an unconventional car brand? You do it unconventionally.
CUPRA, previously the performance marque of SEAT became a new brand with its own identity in 2018. Focused on electrification and sports performance, their future-facing brand ethos targets the next generation of progressive drivers.
With 87% identified as gamers, we honed our strategy to launch the brand’s concept car the URBANREBEL and put this passionate and connected group of drivers virtually behind the wheel to enable them to experience and feel the thrill of CUPRA first hand.
Partnering with XBOX and triple A driving sim Forza Horizon 5, we created an innovative and challenging test-drive by dropping CUPRA’s all electric concept car into the game. We launched the car with a custom-built landing experience featuring detailed specs, 360 viewer and competition incentives. URBANREBEL was promoted within the game through homepage spotlight tiles, and across CUPRA & Forza’s social channels. In game challenges gave players a simple mechanic to capture and share URBANREBEL in action while a 30” trailer allowed us to broadcast to the wider gaming audience.
We further promoted the URBANREBEL through an activation called Impossible Challenges, enlisting AR12GAMING and five other Twitch influencers who put themselves to the test by taking on the 3 bespoke maps, encouraging their fans to attempt them too.
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Company
The Gang
Client
Warner Bros
Summary
Warner Bros. saw a unique opportunity to leverage the popularity, audience and similar themes of The Gang’s “Strongman Simulator” experience to supercharge engagement with younger audiences around the movie’s release. By adopting a creative and strategic approach, The Gang helped Warner Bros. seamlessly integrate the story of ‘Shazam!’ into “Strongman Simulator”, resulting in a new, exciting experience for fans. “Shazam! Fury of the Gods x Strongman Simulator” was an instant success, skyrocketing to number 18 in Roblox’s “Most Players” chart within the first few days of going live.
The results speak for themselves: there were 36 million visits to the ‘Shazam’ area on Roblox and 8 million views of the trailer in the ‘Shazam’ area, while average playtime was 11 minutes - far surpassing the benchmark for branded experiences on Roblox of 5 minutes. ‘Shazam’ branding also attracted 380 million impressions worldwide.
The hugely positive response to the activation from content creators worldwide and organic views generated via YouTube and TikTok demonstrated that the activation not only resonated with Roblox users themselves but engaged a much wider audience.
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Company
Urban Decay
Summary
Urban Decay launched a breakthrough activation with Paris Hilton on her Roblox game Paris World, the first-ever Halloween fashion and beauty contest on Roblox. Powered by Urban Decay’s colorful makeup and fearless artistry, plus Hilton’s reputation as the “Queen of the Metaverse” and "Queen of Halloween,", the Cryptoween featured runway contests, a UD pop-up, and appearances from Hilton’s avatar herself for a first-of-its-kind event. Urban Decay became one of the first beauty brands to offer custom avatar makeup look on Roblox, further pioneering their reputation as one of the most disruptive beauty brands in the digital space. Paris Hilton x Urban Decay Cryptoween aimed to drive awareness with a Gen Z audience and upgrade our presence on the Metaverse, and the results prove that the event accomplished this and much more.
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Company
Spark Foundry
Client
Pizza Hut
Summary
Can pizza save humanity? In a first-of-its-kind virtual collaboration, Pizza Hut partnered with Rob Shields, the creative guru behind End of the World Pizza (EOWP) - a ground-breaking and world-building storyline told through Augmented Reality (AR) comics and a stylized NFT collection - to create a limited-edition NFT drop merging IP, storytelling, and next generation platforms.
An authentic, founder-led partnership was critical to the project as it marked Pizza Hut’s first foray in the Metaverse & Web3 space. The creation of 10 limited-edition Pizza Hut-inspired NFTs, unlocking free Pizza Hut for a year among other rewards, enabled Pizza Hut to utilize a new class of IP in a fully immersive & genuine way. While Web3/the Metaverse has created exciting opportunities for brands, Pizza Hut recognized that the most compelling & innovative way to authentically connect with creators & their followers was by utilizing IP in an original way that enables participation, gameplay, and rewards.
The collection debuted at ComplexLand 3.0 where attendees interacted with three Pizza Hut-inspired EOWP delivery drivers and hover vehicles to learn more about the collection, order Pizza Hut for IRL delivery and enter to win one of the 1/1 NFTs. To promote the launch and truly become a part of Web3 culture, Pizza Hut’s Twitter was commandeered by an EOWP driver during the event with a profile picture swap to showcase the brand’s first-ever NFT acquisition.
This unique partnership made one thing clear: in the Metaverse, Pizza Hut really could save humanity.
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Company
Warner Music Group, NFL, Intuit & Gamefam
Summary
How do you expand the audience of the Super Bowl, one of the largest and most popular cultural events in not only North America but the world, to over 200M players on Roblox?
To answer that question, the NFL and financial and accounting software sponsor Intuit enlisted Warner Music Group, Gamefam (the leading metaverse game developer) and Saweetie (two-time Grammy nominee including 2022 Best New Artist) to launch an interconnected Super Bowl experience in the metaverse.
Complete with full motion captures, the concert performance included chart-topping hits, including “Tap-In,” and “ICY GRL,” and Gen Z and Alpha players on Roblox absolutely loved it.
Other experiences included:
Super NFL Tycoon: a new Roblox game where players live the fantasy of becoming NFL team owners
Rhythm City (now known as Harmony Hills): a music-themed social role-play game where players role-play as musicians, agents, producers, and influencers; the world served host to the Saweetie Super Bowl Concert
It was a smash hit!
- The Saweetie Super Bowl Concert is the highest rated concert ever on Roblox with a 91% player rating, ahead of major concerts like Elton John, The Chainsmokers (Gamefam) and K-Pop sensation NCT127.
- The Super Bowl campaign remains one of the top 5 Roblox events over the past 12 months with over 7.5 million visits in one week.
- Intuit more than doubled brand awareness (2.6x), understanding of Intuit’s ecosystem of products nearly doubled (1.8x) and Intuit earned more than 400 million meaningful brand engagements in just 2 weeks.
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7
Metaverse: Best ‘Live’ Event
Company
This Is Tommy
Client
Binance Studio
Summary
Build The Block is Binance's latest innovative experiment – to create the industry's first Web3 reality series. Filmed entirely in the Metaverse, the digital series pits 12 promising Web3 projects against each other for a chance to acquire the exposure and traction they need to scale their startups into trailblazing enterprises.
Over seven 20-minute episodes, contestants will go head-to-head in a pitch-off to impress a live avatar audience and a panel of judges that features seasoned Web3 veterans such as:-
- Yi He, Co-founder and CMO of Binance and Head of Binance Labs
- Yibo Ling, Chief Business Officer of Binance Labs
- Robby Yung, CEO of Animoca Brands Investment and partner of Animoca Capital
- Azeem Khan, Fundraising and Partnership lead of Gitcoin
- Guy Turner, Co-founder and face of Coin Bureau.
The projects garnering the most votes from the audience — including influencers, venture capitalists, and project founders — will advance to a Q&A session where they’ll be grilled with additional questions from the judges, who will then score the participants. The winners of each episode will receive Binance Labs exposure, while the top-scoring project of the entire show will be crowned the winner during the season finale.
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Company
Honoris United Universities
Summary
In July 2022, Honoris United Universities, the first and largest network of private higher education institutions in Africa, celebrated its fifth anniversary in a unique metaverse event in the virtual Honoris Africa Campus, a digital twin recreation of its pan-African institutions.
Partnering with Gather.town, the network united its 3,500 staff across all 15 tertiary institutions in Africa, including team members in Tunisia, Morocco, Nigeria, South Africa, and Mauritius. The month-long event included masterclasses, events, interactive games, and most importantly recreating the serendipity of real interactions for the People of Honoris across borders.
Exceeding its internal targets, receiving overwhelmingly positive feedback from colleagues, and the delivery of every objective laid out at the beginning of the campaign, it is clear that the success of this new tool for employee engagement is thanks to unlocking the power and opportunity of the metaverse whilst embracing innovation in the team.
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Company
CULT agency
Client
Neutrogena, FLANNELS Beauty, LUSH, I AM PROUD, Lottie London, GlossyBox, Cosnova + Valdé Beauty
Summary
With the curatorial theme, Reality Gets a Makeover, MBW2023 connected leading digital designers with established beauty institutions. The global event exceeded expectations on every level and challenged both the beauty industry and the Web3 space to push the boundaries on what is possible.
Enticed by reframing the parameters of beauty and challenging how we think, act and behave when it comes to everything skincare, make-up and fragrance these brands were joined by others in the space, as well as creators, artists and thought leaders - CULT invited consumers to play in the virtual spaces that Web3 facilitates. For the first time, Roblox was included in a festival space, combined with Decentraland and Spatial to deliver beauty exploration for every audience.
CULT’s true success lies in the ability to take risks, be bold and break new ground in the beauty, fashion and luxury sectors. It is within this space that they decided to embark on delivering the world’s first Metaverse Beauty Week, establishing a playground for beauty, a pilot in this space, forging a new route for beauty in Web3.
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Company
Doppelgänger
Client
Wimbledon (All England Lawn Tennis Club)
Summary
Wimbledon has a problem with its ageing audience. With each passing year the average fan gets older and older. As we know, the media landscape has proliferated in a way that means younger audiences now have infinite options at their fingertips, coupled with an increasingly shorter attention span.
The team at Wimbledon alongside its agency, Doppelgänger, realised that the best way to reach and engage the coveted audience was to show up where they were spending their time. With social media being an increasingly difficult space to cut through the noise and algorithms, the team turned to metaverse gaming platforms.
We knew that to reach the breadth of our target audience (under 24s) we needed to adopt a multi platform approach so we decided to create live activations on both Roblox and Fortnite - the two largest metaverse platforms, each catering to a slightly different core age group.
The results exceeded our expectations. We have seen over 14.5 million combined visitors to our virtual experiences during the live event window - over 30x more than those able to attend the live event in person.
Among the younger audiences we saw a brand uplift of 21% following the 2023 tournament vs 2022.
These reputational scores were reflected in live viewing figures as well. In the UK, the BBC’s overall coverage in 2023 set a new record for digital viewing figures, with the tennis Grand Slam streamed 54.3 million times.
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Company
DEPT®
Summary
In 2021, DEPT® teamed up with JOURNEE - The Metaverse Company™ to organise a hybrid metaverse festival in Berlin. In 2022, we set our sights on something MUCH bigger…
Meta Festival 2022 was the world’s first 24hr event in metaverse. Taking place across three time zones in Asia Pacific, Europe and the Americas, 12,000+ people from 109 countries (that’s a coverage of 55% of the whole world), signed up to explore Metapolis, our highly immersive metaverse world. 123 leading web3 innovators, brand marketers, futurists and technologists took to our virtual stages to inspire and enlighten attendees. 6,500+ people joined the event live, with hundreds more tuning in to the live streams on YouTube, LinkedIn, Twitter and Twitch to take a peek into the metaverse.
All that attendees needed to access Metapolis was a device and an internet connection. Thanks to a collaboration with Ready Player Me, each visitor had the opportunity to create their own custom avatar with which they could dance and move as well as walk or even fly through Metapolis. An integrated chat allowed them to communicate with each other.
The campaign leading up to the event reached 8 million people and spurred excellent engagement rates, with people all over the world sharing, liking and celebrating a glimpse of our metaverse future.
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Company
Wavemaker China
Client
Tommy Hilfiger
Summary
Sweeping away decades of tradition, Tommy Hilfiger cast Noah, fashion's friendliest supermodel, to launch their biggest menswear collection of 2022.
As real-life superstars sat front row in New York, Noah walked the metaverse runway to an even bigger audience.
Launched the first case of live-streaming real-time interactions between an ultra-realistic digital idol and real people in a virtual space in China. More interactive than any supermodel! More than 600,000 viewers watched the live streaming.
The campaign stormed China's unique social ecosystem. It brought fans and fashion together - and carried the Hilfiger brand into the future with sensational results.
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Company
dentsu one Taipei
Client
Yahoo
Summary
Yahoo TV has enhancing the immersive content experience since 2017 and has very strong solution by our virtual production technology. The virtual production blurred the line between real and virtual word. It's also the easiest way to get into metaverse. There are 3 advantages of Yahoo TV virtual production：Fast, easy to adjust on shooting spot, and no need post production.
In the past year, we had the findings that "Experience marketing" is the best way to deliver our immersive solutions. We chose 3 key VVIP clients to have the further advanced and exclusive immersive experience. All clients would join us in metaverse and be the part of the immersive creators.
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3
Metaverse: Creator of the Year
Company
Delta Reality
Summary
Delta Reality is an XR studio from Croatia. With VR and AR applications we’ve been successfully creating for our clients for over ten years, designated individuals in our team became more focused on the Metaverse. The Metaverse Park was our first take on the subject, and it was created for Niantic’s Lightship. Needless to say, this project caught the public's attention, and with it, we got a chance to participate in Pixelynx’s music Metaverse.
We were fascinated by the vast possibilities of combining technology and art, and wanted to explore where this could take us. We asked ourselves how we could push the boundaries of where digital art is today, to move beyond the current perspective and see what it could become. Thus the idea of the Museum of Digital Life was born. MoDaL, is a metaverse museum, in a form of a multi-user, continually growing, real-time digital exhibition where art ranges from 2D images and 2D videos, through 3D static and interactive objects, all the way to whole 3D environments and 3D experiences.
The whole Metaverse is a tempting area for all of us and seeing ourselves amongst the top Metaverse creators in the world just opens more possibilities for us as a company.
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Company
TheSoul Publishing
Summary
Technology is constantly evolving, which is especially true in the rapidly expanding metaverse. The power it has to bring people together and spread joy provides the perfect opportunity for TheSoul Publishing to excel at what it does best: innovate and entertain. As the Powerhouse of Positivity, TheSoul is the world’s most popular online media company, with over 1.5 billion social followers and millions more joining us each month. With over 20 billion monthly views across twenty languages, our uplifting content generates more social views than any other media company, including Disney and Warner Bros. Discovery. As the metaverse emerged, our team, which is always producing inventive content, jumped at the chance to create and find how we could immerse ourselves in the space. From that came Polar, TheSoul’s first-ever virtual pop star. Polar’s presence takes the metaverse to new heights. By bringing together the virtual and physical worlds while mixing the industries of gaming and music, Polar is leading the way as a virtual influencer, creating a unique type of digital fandom. Polar’s first single, Close To You, debuted in the metaverse world, Avakin Life, last October, and success continued with a YouTube release that generated over eight million views. Polar is the first of several artists in our new TheSoul Music division, and their future is bright. Polar recently headlined her first festival in the metaverse and performed as a hologram to a live audience, showcasing the endless possibilities for reaching new audiences through VR and the metaverse.
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Company
EY metaverse lab
Summary
EY teams have established the “EY metaverse lab” that helps enable rapid testing and scaling of new ideas, business models in Metaverse.
EY metaverse lab has developed the “EYVerse” — the EY version of Metaverse that represents a unique and holistic view of the disruption at scale — a peek into how all industries, businesses and society will evolve into the Metaverse: deeply immersive, fully interactive, and spatial internet.
EY metaverse lab has used the EYVerse to explore a variety of use-cases across industry sectors including industrial automation and IoT via digital twins, the future of work and remote collaboration, and the intersection of the Metaverse with other pivotal technologies such as Web3, robotics, and AI/ML.
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0
Metaverse: Diversity & Inclusion Company of the Year
Unfortunately, the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We can't guarantee feedback on specific entries but if you would like to know more about the judging process to help explain, then please let us know
2
Metaverse: Metaverse Star of the Year
Company
TheSoul Publishing
Summary
Technology is constantly evolving, which is especially true in the rapidly expanding metaverse. The power it has to bring people together and spread joy provides the perfect opportunity for TheSoul Publishing to excel at what it does best: innovate and entertain. As the Powerhouse of Positivity, TheSoul is the world’s most popular online media company, with over 1.5 billion social followers and millions more joining us each month. With over 20 billion monthly views across twenty languages, our uplifting content generates more social views than any other media company, including Disney and Warner Bros. Discovery. As the metaverse emerged, our team, which is always producing inventive content, jumped at the chance to create and find how we could immerse ourselves in the space. From that came Polar, TheSoul’s first-ever virtual pop star. Polar’s presence takes the metaverse to new heights. By bringing together the virtual and physical worlds while mixing the industries of gaming and music, Polar is leading the way as a virtual influencer, creating a unique type of digital fandom. Polar’s first single, Close To You, debuted in the metaverse world, Avakin Life, last October, and success continued with a YouTube release that generated over eight million views. Polar is the first of several artists in our new TheSoul Music division, and their future is bright. Polar recently headlined her first festival in the metaverse and performed as a hologram to a live audience, showcasing the endless possibilities for reaching new audiences through VR and the metaverse.
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Company
VNCCII
Client
VNCCII
Summary
VNCCII (inspired by Leonardo da Vinci) is a futuristic multidisciplinary multi-media artist, live music performer, singer-songwriter/producer, futurist, and story creator that has crafted a strong authentic vision and fresh sound palette. VNCCII is the lead Metaverse protagonist character in a grander Space A.I Opera story. Sami Tauber (born in Australia and now living in London) is the creator of VNCCII, a Super Sentient SuperHeroine avatar character from the future that she embodies in her live stage show performances. She also pilots her avatar in Unreal Game Engine with live motion capture to create music performances, engaging episodic content, and gamified vodcasts such as the ‘Future Humans Show.’ Key guests on the show ‘Future Humans’ includes Cathy Hackl, Teddy Pahagbia, Jamie Burke and Mike Pell. VNCCII has been recognised as Top 100 Women of the Future, a Global Icon, and the next music Metastar and the winner of the Music Metaverse Award at the Metaverse Entertainment World Summit In Monaco (award presented by Steven Saltzman). “The Music award was presented by the MEWS co-founder Steven Saltzman, and Winner Samantha Tauber, who’s artist name VNCCII was inspired by Leonardo da Vinci, was rewarded for her outstanding achievement as Music Avatar, and the general progress of music in the metaverse.“ Key Metaverse performances include performing as a headliner at the Brits Awards, Metaverse Entertainment World Summit in Monaco and the Athens XR Summit. VNCCII is here at service to humanity to uplift the consciousness.
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0
Metaverse: Most Active Community
Unfortunately, the judges didn't think the entries in this category reached the standard they were looking for and therefore have not given any nominations. We can't guarantee feedback on specific entries but if you would like to know more about the judging process to help explain, then please let us know
4
Metaverse: NFT Campaign of the Year
Company
CULT
Client
Shiseido
Summary
CULT’s unique approach to the Shiseido #Alivewithbeauty campaign gives Shiseido a platform to reach higher retention rates than through traditional channels. Whilst awareness of NFTs has soared, with 66% of people having heard of them in 2022. However, familiarity lags behind, with 28% reporting they’d heard of them but weren’t sure what they were (security.org) - thus creating space for Shiseido to be the first to educate their consumers on the technology. Results: Breaking records The campaign launch drove an addressable reach of over 20m, with 15.7m from press and included notable names such as: Vogue Business Jing Daily British Beauty Council Shiseido saw a wealth of new fans with over 80% of their website sessions across the landing page and sign-up page originating from new users. Shiseido received 100% positive sentiment across the launch and influencer content, demonstrating that our strategic approach to building a long-term, value-based NFT community attracts beauty and web3 fans. In less than 24hrs NFT demand had outstripped supply, +1500% exceeded availability for NFT drop.
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Company
Jaye Foo
Summary
A passionate crypto advocate, entrepreneur and musician, Jaye Foo is the mastermind behind a number of successful businesses created to the bridge the gap between the virtual and physical world, while helping others navigate this complex landscape. He’s founded/co-founded many Web3-centric businesses which help him connect with others in crypto and creative spaces, including:
- Two ‘Parlours’ which act as social/creative hubs.
- Singapore’s first NFT Gallery.
- Bored Island Group, offering advisory services to NFT collectors.
- The world’s first NFT-inspired beers/coffee/ice-cream/fashion-line.
- Mettaverse – a virtual real-estate agency which also hosts virtual events.
- A holographic CryptoPunks NFT band – Manifest.
His creative musical persona ‘Jayefunk’ is often front and centre of creative projects, such as:
- Participation in Singapore’s first-ever cross-border NFT arts exhibition, ‘Broken Capitalism’.
- Releasing crypto-inspired song ‘WAGMI’, featured at Asia’s first NFT festival.
- Launching his own NFTs – and exhibiting them at Tokyo Digital Art Week (TDAW) – allowing holders to feature their IP in music videos.
- Launching the world's first physical picture-for profile NFT gallery, BIG HAUS, collaborating with well-known Web3 companies/collectors/artists.
- CryptoPunks NFTs performed as holograms at NFT NYC, TDAW, Ultraluxe and more.
When Jaye has an idea, success usually follows. This is partially owed to his commitment to seeking out projects that ignite his passions, combined with his eye for spotting gaps in the world of arts and entertainment. His overriding goal to combine the worlds of crypto and art, has been a total success, with his commitment and hard work leading to regional, national and even global firsts.
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Company
Media.Monks
Client
Burberry
Summary
For the 13th piece in the Burberry Generation exhibition series for the Chinese market, we teamed up with the upcoming artist Myron to create a 288 m² living wall that weighs over 10 tons. The art installation comprises 4,660 custom-built tiles that are designed to foster the growing moss, inspired by Chengdu’s undulating landscapes and tile-covered architecture. To create excitement and build anticipation, we filmed the creation of the first tile, which we launched before the exhibition and immortalized by turning it into the world’s first collectable NFTs curated by nature. For 15 days throughout the exhibition, we shared unique renditions of this ever-changing artwork every hour in the form of 361 NFTs, which customers could collect from Tencent’s crypto-art platform, and all were snatched up within one second. Moreover, the artwork was much talked about—both online and offline—and sparked over 1,500,000 social impressions. To tell the story behind Myron’s one-of-a-kind creation, we produced a film in which we show the artist at work—arguably an artwork in and of itself.
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Company
Highlight PR
Client
Papa Johns International
Summary
To promote the re-run of Papa Johns’ highly-successful 2021 Papa X Cheddar campaign, which elevated the world’s most popular cheese to cult fashion status, 'Cheddar' needed a hot new drop for its 2022 return. Cue the metaverse’s hottest accessory for pizza lovers and fashion fans – Papa Johns NFT Hot Bags.
Papa Johns’ first-ever NFTs garnered widespread franchisee approbation, engaged Gen Zs with a culturally-relevant reward and amassed international headlines. Commercial and creative objectives were met and exceeded through innovative NFT integration - c$1m in incremental Cheddar sales, 54,000 new Gen Z customers and the world’s biggest free NFT promotion to date.
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