Will, the first homeless person in Metaverse

Agency: TBWA\Paris


Every year, the 31st of March marks the end of winter break, and hence the end of France’s emergency accommodation plans for precarious people. What is less talked about is the exclusion and social isolation that these people suffer all year round, summer and winter.
On the eve of the presidential election, the Entourage network - a community of 150,000 committed citizens - is sounding the alarm on the unprecedented crisis of fraternity in France by creating Will, the First Homeless Person of the Metaverse and spokesperson for the invisibles.
While huge investments in the virtual world are accelerating, while the metaverse is making an incursion into the presidential campaigns, and while virtual worlds are being built, social isolation has never been so strong. With Will, Entourage questions the evolution of our society, of social ties, and invites us to look after the most precarious, in real life.

This professional campaign titled 'Will, the first homeless person in Metaverse' was published in France in April, 2022. It was created for the brand: Entourage, by ad agency: TBWA\Paris. This Integrated medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted almost 2 years ago.


Advertising Agency: TBWA\Paris
Account directors/managers: Frédéric Jacquard, Julia Montagu
Executive Creative directors: Benjamin Marchal, Faustin Claverie
Art directors: Morgane Alexandre & Sébastien Skrzypczak
Strategy: Léa Rivoire
Chief planning officer: Emmanuel Sabbagh
Post Prod: Else
Head of 3D: Younes Chekouh
Head of Post Production: Séverine Damolini
Head of music and sound: Olivier Lefebvre
Sound director: Ambroise Cabry
Music art director: Thomas Jacquet


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