The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec


By Amy Houston | Senior Reporter

November 21, 2022 | 3 min read

This is Meta Reality Lab's first 3D Piccadilly Lights takeover, with the wider campaign running until the end of the year.

The organization has developed a holiday campaign to promote Meta Quest 2, the virtual reality (VR) headset developed by Meta Platforms.

The campaign for the latest headset comes at a critical time for the company. Just weeks before the campaign launch it was forced to execute a round of mass layoffs as it struggled to balance its investment into VR with investors’ expectations on returns. This campaign will be hoping to significantly shift the dial on sales.

As well as a 90-second film, the ‘Wish For Extraordinary’ project also includes a hero 3D out-of-home (OOH) activation in London, as well as Waterloo iMax, Oxford Street and TFL London Underground escalator takeovers.

By digitally transforming the building, the social media platform aims to highlight that you can play and interact with people from all over the world and transport to anywhere within the universe.

Outside of London, the campaign will also feature on billboards in Manchester and Nottingham.

In the coinciding Christmas short, viewers see people’s imaginations come to life after being given Quest 2 as a gift.

The project will also be rolled out across social media and a media buy across ITV, Channel 4 and Sky, as well as nationwide cinemas.

Chelsey Susan Kantor, director of marcomms at Meta Quest, said: “Asking for a Meta Quest 2 isn’t just unwrapping a piece of technology – it’s unwrapping your most extraordinary wishes. With this campaign, we wanted to capture the joy of having big, extraordinary wishes and actually having them come true with Quest 2. Whether that’s suiting up and taking to the skies as your favorite superhero or simply spending the afternoon at the International Space Station, it’s all possible with VR.”

Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

Creative Ad of the Day Creative Works

More from Creative

View all