Meta Quest 2 gives you the best of the physical and virtual world | Ad Campaign | 2022
How often do you hear tech brands urge users to find balance between the physical and virtual world?
Meta asked young advertising professionals to get incoming college students to view Meta Quest 2 as an essential device to keep them socially connected and infinitely entertained.
The truth is… Gen Z doesn’t have enough brand trust for Meta to have them buy into the metaverse. Meta can improve consumer trust by establishing new brand values and highlighting the best of both worlds by playing out and playing in.
My role: Initial concepting of the campaign direction, designing the pitch book for the client, crafting out-of-home placements, and creating final mockups for the deliverables.
AWARDS: District XI AAF - 1st Place (NSAC); District XI AAF - Best Media Plan (NSAC); Top 8 Finalist (NSAC)
Influencer Content
Our YouTube and TikTok influencer content will educate our audience on the benefits of using VR in college.
Out-Of-Home Placements
Exterior/Interior bus wraps
Partnership with American Airlines, the top airline for college students.
Process: Ideas, ideas, ideas…
Creatives went through several rounds of ideation for the campaign direction. Below are some of the concepts I pitched.
Ideas: “Portal to ____” (MetaQuest provides you a portal to your safe space, a joyous experience);
“Hero Your ____” (MetaQuest gives you agency to pursue happiness, your interests, your interactions)
Deck sketches for a scrapped idea: “F*ck Barriers” (Barriers = whatever stands in the way of you and your wellbeing)
This concept eventually evolved into “Play Out. Play In.” when we zeroed in on lack of tech/life balance as a barrier.
Final Campaign Plansbook
The Team
Creative Direction
Tom McDonnell
Art Direction
Lara Spurgeon, Julia Pham, Marcus Ren
Design
Katey Williams, Jessie Dunn, Meagan Riordan, Marin Nielsen
Production
Michael Walsh, Isaac Wu, Zach Whitley, Zach Boone, Sam Homola