JOYTOPIA

TitleJOYTOPIA
BrandBMW AG
Product/ServiceBRAND COMMUNICATION
Category B01. UX & Journey 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

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 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, 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. 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 user connects directly from a campaign asset to an individual server anywhere on the planet close to his/her geo location and gets direct access to a triple A gamified experience on any device and browser without barriers, equipment or downloads.
 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. The platform was opened from September 5 to 12, launching with an exclusive Coldplay performance on September 5.