Title	JOYTOPIA
Brand	BMW AG
Product/Service	BRAND COMMUNICATION
Category	A02. Digital Illustration
Entrant	JUNG VON MATT Hamburg, GERMANY
Idea Creation	JUNG VON MATT Hamburg, GERMANY
Production	JOURNEE – THE METAVERSE COMPANY Berlin, GERMANY

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

Describe the creative idea

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 would go ahead and even if it did, what would it look like? These limitations 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. Visit Joytopia, a brand entertainment metaverse where BMW thinks out loud about the future. A virtual world experience that transforms their digital presence and invites you to Reimagine Today. With a completely circular vision at the centre of the story, reality as we know it was fully thrown into question. What if you could fall up instead of down? Could circles be more circular? How would you like to fly inside a car?

Describe the execution

Launched at the IAA, Joytopia builds above and beyond BMW’s physical presence. Responding to the demand from our customers for individualised experiences, the platform acts not as a translation of any on-site activations, but as a unique event that lives first and foremost in the digital sphere. Joytopia is home to a series of islands, RE:THINK, RE:IMAGINE and RE:BIRTH. Each exploring different themes central to BMW’s visions for the future, including 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. 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. Joytopia was built as a web-based cloud-streaming platform on the Unreal Engine, democratising access to the IAA by inviting everyone on any device. The platform was opened from September 5 to 12, launching with an exclusive Coldplay performance on September 5.