London International Awards
2022 Winners and Finalists
Network of the Year: Ogilvy
Gold
Creativity In The Metaverse
CSR, DEI, Non-Profit, SDG
| Entrant: | Geometry Ogilvy Japan, Tokyo |
| Brand: | au by KDDI, Future Design Shibuya |
| Title: | "Shibuya Virtual City" |
| Corporate Name of Client: | au by KDDI, Future Design Shibuya |
| Agency: | Geometry Ogilvy Japan, Tokyo |
| Chief Creative Officer: | Doug Schiff |
| Creative Director: | Yasushi Arikawa |
| Copywriters: | Naoya Kataoka/Kotoha Tanaka/Yutaro Nagata |
| Art Director: | Hiroyuki Furuta |
| Senior Digital Producer: | Ikko Nakata |
| Senior Activation Executive: | Takehiro Shishido |
| Creative Producer/Activation Manager: | Takehito Hikida |
| Activation Director: | Junya Takahashi |
| Agency Account Director: | Takuya Murakami |
| Senior Account Manager: | Hiroki Hibi |
| Production Companies: | Cluster, Tokyo/Roket RD, Tokyo/Moon Creative Lab, Tokyo |
| Directors - Cluster: | Akihiko Narita/Ryoya Ino/Masahiro Hashimoto/Juji Kawaguchi/Kazuki Nomura/Yuto Sano |
| Designers - Cluster: | Tomomi Shinohara/Keita Shibagaki/Akimi Miyamoto/Naoki Tanazawa |
| Creative Video Director: | Morris Ku |
| Executive Producer - CLIVER: | Satoshi Kuno |
| Film Director - A4A: | Atsunori Toshi |
| Entrepreneur in Residence/Head of Metajob - Moon Creative Lab: | Naohiro Hoshino |
| CEO/CTO/PR - Pocket RD: | Atsuya Momikura/Shigeki Uchida/Yui Nishikawa |
Description:
Launched as a safe gathering spot for Tokyo's 2021 Halloween celebrations during the pandemic, visitors enjoyed top-name entertainment of all kinds, bringing together all those longing to connect again.
But rather than building just another metaverse, they wanted to create a virtual world more accessible and diverse than anything before, under the theme, "Fun for Good."
To help build an all-inclusive virtual world, disabled were hired as salaried guides, helping people to find their way in the multi-faceted City, proving that disadvantages, often insurmountable in the physical world disappeared in the Metaverse.
The massive attention it gained helped spread the word far and wide, the earned media helping the entire country better understand just how the metaverse can help make physical differences fade away like never before.