QUEENS OF THE METAVERSE
Objective: You’ve heard the word, but you might not know what the metaverse is, or that it’s made for you. Our goal was to create a positive, newsworthy campaign that demonstrates what’s possible – for everyone – with Meta technologies.
Idea: “Queens of the Metaverse” was a unique creative collaboration between drag queens (and a king) and up-and-coming queer designers.
It started with three drag stars using social to challenge designers to co-create extraordinary drag looks in VR. We followed their co-creation with 6 weeks of interactive social content across Instagram and Facebook.
Then, the virtual and the physical collided as our drag stars unveiled IRL looks at an XR runway show in London, attended by hundreds of creators, press and members of the LGBTQIA+ community.
Augmented Reality ensured the looks were spectacular in both the real world and the metaverse – with Meta’s Spark AR tech bringing the outfits to life on phones and big screens. Plus numerous interactive ways for guests to capture and share their own content.
The message throughout? The metaverse fosters self-expression, visibility and inclusivity – for all of us.
CAMPAIGN Impact
By working closely with the LGBTQIA+ community, Meta showed that the endless creative possibilities of the Metaverse are open to everyone. Pushing new ground in how technology can unlock new possibilities for creative collaboration and build inclusive technology spaces for every one of us.
As our stars said, you’ve never seen drag like this before. And that was the point. To show that the metaverse is truly open to all, this had to be more than another branded flag-waving exercise. We wanted to platform queer designers and creators who had never used this technology, and felt excluded from emerging web3 technologies, then immerse our audience in exciting and culturally relevant 3D worlds.
LASTING LEGACY
To leave a legacy, we also worked with Meta’s LGBTQ+ charity partner, ‘Just Like Us’, whose young ambassadors attended workshops with Queens of the Metaverse film director Matt Timmiss.
In a year where many brands were making gimmick-driven metaverse projects, we showed that this emerging technology can bring people together and make an entirely new form of creativity accessible to every community – even those that are often excluded by the tech world. The metaverse can be a space for inclusive, creative good.
