| Title | JOYTOPIA |
| Brand | BMW AG |
| Product/Service | BRAND COMMUNICATION |
| Category |
C01. Digital & Interactive Design |
|
Entrant
|
JUNG VON MATT Hamburg, GERMANY
|
|
Idea Creation
|
JUNG VON MATT Hamburg, GERMANY
|
|
Production
|
JOURNEE – THE METAVERSE COMPANY Berlin, GERMANY
|
Credits
| Max Lederer |
Jung von Matt AG |
Executive Creative Director |
| Felix Burger |
Jung von Matt AG |
Creative Innovation Director |
| Holly Attrill |
Jung von Matt AG |
Senior Copywriter |
| Andreas Kiesgen |
Jung von Matt AG |
Senior Art Director |
| Lars Grübler |
Jung von Matt AG |
Creative Director |
| Patricia Reiners |
Jung von Matt AG |
User Experience Designer |
| Stefanie Voss |
Jung von Matt AG |
Senior Project Manager
|
| Maria Pillath |
Jung von Matt AG |
Senior Project Manager
|
| Christian Mio Loclair |
JOURNEE – The Metaverse Company |
Project Lead |
| Thomas Johann Lorenz |
JOURNEE – The Metaverse Company |
Managing Director |
| Jeremy Hofmeister Mac Lynn |
JOURNEE – The Metaverse Company |
Creative Director |
| William Oakley |
JOURNEE – The Metaverse Company |
Producer |
| Nathan Vogel |
JOURNEE – The Metaverse Company |
Technical Director |
| Jürgen Branz |
JOURNEE – The Metaverse Company |
Sound Design |
| Luca Schiefer |
JOURNEE – The Metaverse Company |
Product Manager |
| Stephen Bontly |
JOURNEE – The Metaverse Company |
Unreal Artist |
| Sébastian Galera |
JOURNEE – The Metaverse Company |
Unreal Artist |
| Basil Denereaz |
JOURNEE – The Metaverse Company |
Unreal Artist |
| Kylan Luginbuhl |
JOURNEE – The Metaverse Company |
Unreal Artist |
| Thomas Bauer |
JOURNEE – The Metaverse Company |
Unreal Artist |
| Carlos Serrano |
JOURNEE – The Metaverse Company |
Unreal Artist |
| Tymen Goetsch |
JOURNEE – The Metaverse Company |
Unreal Artist |
| Jens Dörholt |
JOURNEE – The Metaverse Company |
Unreal Artist |
| Anestis Takidis |
JOURNEE – The Metaverse Company |
Unreal Artist |
| Lukas Kastern |
JOURNEE – The Metaverse Company |
Unreal Engine Developer |
| Halvard Mørstad |
JOURNEE – The Metaverse Company |
Software Engineer |
| Pietro Alberti |
JOURNEE – The Metaverse Company |
Software Engineer |
| Ben Walker |
JOURNEE – The Metaverse Company |
Unreal DOP |
| Faye Brown |
JOURNEE – The Metaverse Company |
Voice-over Artist |
| Stefan Ponikva |
BMW AG |
Vice President Brand Experience |
| Nicole Rentsch |
BMW AG |
Project Manager |
Background
The beginning of 2021 didn’t look good for the events industry. The cancellation of Oktoberfest, further waves, borders closing. No one knew if the IAA, the brands most important physical event in 2021, could go ahead. Even if it did, what would that look like?
BMW sought out a solution to not only feed users’ demands for deeper, more meaningful and individualized experiences in the digital space, but also a way to showcase and deliver the brands key topics, Circularity, Electro-Mobility, Urban Mobility and Sustainability.
Describe the creative idea (40% of vote)
The limitations of physical events pushed BMW to pursue a limitless alternative. Instead of staying home, what if BMW could take everyone out, out of this world? With a global, virtual event that everyone could be a part of. Joytopia, an interactive metaverse experience that transforms their digital presence and invites users to reimagine today.
Joytopia hands the power over to the user, giving every visitor a personalised experience unique to them, based on; their journey, their interactions, their curiosities. Both visitors, journalists and target groups that never thought of visiting a mobility fair could connect with the brand stories that engaged them, explore the spaces that excited them and take what they wanted from the world.
Describe the execution (40% of vote)
As a fully interactive virtual world, Joytopia exploring topics such as; Circularity, Electro-Mobility, Urban Mobility and Sustainability. With an exclusive performance from Coldplay and Christoph Waltz as a narrator the different environments let visitors explore BMW’s future, while offering a myriad of entertainment and installations filled with stories.
Built as an artful, lively and hyper-real world, not mimicking physical brand spaces or any real-world place, the platform's appearance creates a unique view of BMW's future topics. From worlds that were inspired and built from textures of circular materials, to surreal environments that exaggerate the brand’s products.
With a completely circular vision from the campaign „Re:imagine Today“ at the centre of the story, reality as we know it was fully thrown into question. Not only communicative but also conceptual. What if you could fall up instead of down? How would you like to fly inside a car?
List the results (20% of vote)
People from over 30 countries couldn’t wait to get in, and some couldn’t get in at all as they took to social media to share their desperation. In the first 24 hours, 152,000 people explored Joytopia. The average time spent in Joytopia was a whopping 12 minutes and 53 seconds, yes longer than it takes to cook a pizza. And the love on TikTok was big too, reaching 48.2 Mil. with all Joytopia contents.