"Like many branded metaverse activations, MWVerse has been designed with both inclusivity and accessibility in mind. The opening act of the company's new metaverse activation is a virtual recreation of Cannes Lions, in which those who are unable to attend the famously exclusive IRL event can tune in to view some of the agency's work that will be on display at this year's IRL festival."
""While only a select few people will enjoy the privilege of being on the ground in Cannes, the general public is invited to access a multi-dimensional virtual world that immerses them in the full experience of the work screened at Cannes." McCann's virtual space, according to the company, will offer immersive overviews of how some of the displayed campaigns were brought to life, "from inception to execution," along with behind-the-scenes glimpses and chats with brands and voices from the web3 community."
McCann Worldgroup launched MWVerse, a web3-based virtual experience developed with Meta and Journee. The launch coincides with the Cannes Lions International Festival of Creativity and is publicly accessible via desktop and mobile devices. MWVerse is designed for inclusivity and accessibility, offering a virtual recreation of Cannes Lions for those unable to attend in person. The experience presents a selection of the agency's top campaigns in virtual, branded rooms and showcases their development from inception to execution. The space includes behind-the-scenes glimpses, chats with brands and web3 voices, and appearances by avatar representations such as Eva Longoria.
Read at The Drum
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