The Drum Awards Festival - Extended Deadline

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Agency: TBWA\Paris
Date: Apr 2022
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The metaverse is seen as the new frontier of entertainment and marketing. For all that, though, it is an extension of the real world. To make the point that we can’t retreat fully into the metaverse to avoid real-world issues, it created ‘Will’, the first person in the metaverse to be experiencing homelessness.

The announcement makes the point that, as people are already buying virtual properties and items worth hundreds of thousands of pounds, there is still a need to address the reality of homelessness. It marks the end of France’s emergency accommodation plans for precarious people, which takes place every year on March 31.

As a result, the Entourage Network – a community of 150,000 citizens – is sounding the alarm on the “unprecedented crisis of fraternity in France” with ‘Will’ intended as a spokesperson for the people in precarious situations.