Title | JOYTOPIA |
Brand | BMW AG |
Product/Service | BRAND 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
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.