Creative in association withGear Seven
Wunderman Thompson Sofia Launches First Ministry in the Metaverse
Advertising Agency
London, UK
The innovative project by the MOVE.BG Foundation in Bulgaria aims to lobby the government for a horizontal and holistic approach to tackling the climate crisis

Wunderman Thompson Sofia and the MOVE.BG Foundation have launched the ministry with no address, the first metaverse-based ministry to spark the conversation about the need for climate change policies with the green transformation in Bulgaria.

The fictional, so-called meta 'Ministry for Climate Transition' and Green Transformation, built using Spatial.IO, exists to lobby the government to establish climate directories in all ministries in Bulgaria, including the Assistance of the Energy Transition in the Energy Ministry; Green Transformation of the Economy in the Ministry of Economy; or the Development of Green Innovations in the Ministry of Innovation and Growth.

Sasha Bezuhanova, Founder and Chair of MOVE.BG says: “Bulgaria has the potential to become one of the leaders in sustainable development, but we need to make the approach towards climate policy horizontal – climate agenda should be part of the program of every state institution. Our metaverse ministry shows the solutions and calls on the government to make holistic and long-term reforms by uniting climate and economy. It is imperative that only by greening the economy and mobilising broad stakeholders' engagement, we will be able to secure the prosperous future of the country.”

Ivan Totev and Dimitar S. Stefanov, creative directors at Wunderman Thompson Sofia added: “As Bulgaria is still relying heavily on coal for its energy sources, it’s become apparent that our country needs a clear, unified plan for green transition and climate measures. All of this could be solved with the help of a Ministry for Climate Transition and Green Transformation, but this ministry doesn’t yet exist in Bulgaria.

“When planning the campaign, we realised all ministries in Bulgaria have something in common: a physical location, a building with an address. So, to demonstrate the need for this new ministry, we’ve created the first one without an address, and in doing so, have created the first ministry in the metaverse, to spark the conversation and hopefully make this ministry a reality in Bulgaria,” they continued.  

Emily Safian-Demers, editor at Wunderman Thompson Intelligence, and author of Wunderman Thompson’s ‘Into the Metaverse’ and ‘Regeneration Rising’ reports comments: “Habits and beliefs from our physical lives are not only extending into the digital realm, but are becoming more significant; consumers say their online self should reflect their real-life ethics and values. Sustainability is a topic that’s important to a lot of people and a key pillar of their identity and ethics. The metaverse ministry is just one of the ways in which technology points to a positive future, by giving citizens a platform to speak to the government like never before. It’s encouraging to see an organisation using the virtual world to enact real change during this era of heightened attention and participation in online lifestyles and communities.”

A special campaign for the meta ministry will be live for two weeks starting from Tuesday 5 April. It is working as a CO2 neutral space by offsetting its emissions with the help of Gold Standard.

Agency / Creative
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