It allowed gamers to find hidden spots within gaming worlds to hide and eat a burger, sponsored by Heinz, without pausing their game.

' Hidden Spots' by Gut São Paulo for The Kraft Heinz Co won Silver in the Direct and Media Lions by solving a problem within the gaming community. Lion-winning work this year demonstrated this community mindset.

People are living a life in these virtual worlds, not just scrolling through a feed.” Pelle Sjoenell, chief creative officer at video game company Activision Blizzard said, “It’s not a virtual memory just because it happens in a virtual world. As Paris Hilton, CEO of 11:11 Media, put it: “Web2 was about audience, web3 is about community.” Brands entering these spaces should be joining the conversation, and adding value to it, or building a world where a new community can grow. This adds a risk that biases in the physical world are mapped and magnified into new dimensions, if it is not tackled and prioritised.Ĭommunity-building was also raised, as web3 is not just a new iteration of social. On stage, talks about the metaverse and emerging web3 platforms considered diversity and inclusion, as around 60% of people believe there’s a lack of inclusivity in virtual worlds. While debates about DE&I, community-building within virtual worlds hit the Festival stages, Lion-winning work also highlighted virtual technology’s ability to raise awareness of real-world issues, like the war in Ukraine.

From the rise of the Metaverse, to NFTs, AR, VR and gaming, innovations in technology and data are rapidly evolving. Physical and virtual worlds collided at this year’s Cannes Lions. Shedding light on the war in Ukraine, it gave Ukrainian people a mobile phone tool which scans monuments and cultural treasures, turning them into 3D models in an online archive, so they can be rebuilt in the metaverse, in case they are destroyed. ' Backup Ukraine’ by Virtue Worldwide New York for Polycam x UNESCO, was the second highest awarded work at this year’s Cannes Lions International Festival of Creativity.

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