Wake The Town
Stuck in Motion
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

High Five: The Marvels of the Metaverse


From hidden NFTs to trying clothes on virtually, digital partner at M&C Saatchi Abel in Cape Town, Melody Maker, explores the fun nature of the metaverse in five special projects

High Five: The Marvels of the Metaverse

Not unlike myself, my High Five is an eclectic selection of some of my favourite metaverse experiences or pieces of work that I feel embody the spirit of the metaverse and all the potential and fun that it holds in store for all of us as we navigate our foray into WEB3.0...

Snoop Dogg - 'House Built'

Production: Hit Boy
Post: Sandbox
Music: DeathRow

Snoop Dogg continues to reinvent himself and find new ways to maintain relevance, and this is no exception. Snoop Dogg decided to build his mansion in the metaverse and created a music video to showcase it, titled 'House Built'. Clearly a smart move by Sandbox to help popularise the platform, so much so that an anonymous buyer snapped up the neighbouring property for a whopping $450 thousand dollars. I love how the metaverse is giving early adopters a first-mover advantage and access to what will likely be highly valuable assets in the future.

Metarelics - 'NFT Printing'

Entrepreneur: Gary Vaynerchuk

'Metarelics' is powered by Ikonic, which was founded by the entrepreneurial mastermind Gary Vaynerchuk. What I love about the offering is that NFTs are all the hype at the moment, but while we still live in the physical world, this concept is genius for allowing NFT owners the ability to merge their physical and digital worlds by printing their NFTs to hang up in their homes or offices etc. It's a simple concept and one I am sure we are going to see replicated globally. Now your NFT doesn’t have to be confined to your wallet alone.

Entourage - 'The First Homeless Person in the Metaverse'

Agency: TBWA\Paris

At the most recent SXSW festival in Austin, Texas, many of the trending conversations around the metaverse were centred around how we as a society will ensure diversity and inclusion within the metaverse, especially as it is decentralised and will rely on the broader community to regulate. Things such as a metaverse constitution were hot topics. What I love about this work by TBWA\Paris is that it highlights that, while many people and brands may be spending a lot of time and money on virtual assets and spaces, there are still many people with very addressable and tangible needs in our physical world. This work questions our evolution as a species and questions our social ties with our fellow man in a very powerful way.

Nike x RTFKT

I do think some of the biggest trends in the metaverse will come from the world of fashion. There are so many examples to draw from, but I love this one in particular, again showing how the physical and digital worlds can seamlessly blend into one another, but also the potential future value of digital fashion. Nike and RTKFT ventured into a collaboration which teamed up with popular crypto artist, Fewocious. The project allowed consumers to virtually try on new pieces from the virtual Nike range NFTs. 600 pairs of the virtual shoe NFTs were sold fetching a whopping USD $3.1 in under seven minutes. Think we will see a lot more of these virtual collabs in the future, really giving new meaning to the term sneaker head.

Volkswagen - 'Game On'

Agency: Ogilvy South Africa
Production: Patriot Films
Post: Polycat
Sound: Resonate

Selling a model of a new vehicle is always a challenge for brands and agencies, especially as competition is rife and its always a price war. VW Polo is aimed at a younger market in South Africa, and to grab their attention, the brand, together with Ogilvy SA, created an 'Mzanziverse' (slang for Johannesburg in South Africa) of the future. The creative is fully immersive and beautifully shot. To take it a step further, NFTs were hidden in the ad, and if you could find them then you could win them, meaning consumers were incentivised to engage with the content over and over again in order to try snap up the hidden NFTs. In this day and age, where it’s a challenge to get consumers to engage with your content once, I think the brand and agency did a stellar job.

view more - High Five
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
M&C Saatchi Abel, Wed, 20 Apr 2022 11:30:02 GMT