The leading global network of marketing agencies, McCann Worldgroup, unveiled MWVerse, a virtual, Web3-powered Metaverse experience created in collaboration with Meta and software development company Journee.

The launch of this new Metaverse activation coincides with the Cannes Lions International Festival of Creativity, which runs until June 24. Anyone can access the virtual experience through a desktop or a mobile device. 

Like several branded Metaverse initiatives, MWVerse has been designed, taking inclusivity and accessibility into consideration. The opening act of the new Metaverse features a virtual recreation of Cannes Lions, helping individuals unable to attend the event in-person to get a comprehensive experience of the festival and experience some of the agency’s work on display.

“While only a select few people will enjoy the privilege of being on the ground in Cannes, the general public is invited to access a multi-dimensional virtual world that immerses them in the full experience of the work screened at Cannes,” said McCann in a statement.

McCann’s virtual space will provide an immersive overview of how some display campaigns were brought to life, from ideation to execution. It will also offer behind-the-scenes glimpses and inputs from the Web3 community. For instance, the renowned American actress, Eva Longoria, will highlight the finer points of a McCann-led L’Oreal campaign through her avatar.

“The goal was to build a creative space in the Metaverse for our teams and clients,” said Elav Horwitz, Senior Vice President and Global Innovation Director at McCann Worldgroup.

The virtual environment will enable the stakeholders to experiment, share content, brainstorm with their teams, and more. Currently, the company is using the virtual space to display its best work. However, it further aims to experiment with new technologies and partners in an effort to democratize creativity.

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