JOYTOPIA

TitleJOYTOPIA
BrandBMW AG
Product/ServiceBRAND 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
Name Company Position
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.