Web 3.0 is moving consumers away from mobile and towards the metaverse, deepening their connection with brands and people online. This new iteration of the world wide web incorporates blockchain technology, token-based economics, and a multiverse of virtual worlds. The metaverse is no longer seen as a replacement of physical, real-life events; it’s an enhancement of how we can make online experiences more meaningful. Technologies such as AR and VR will continue to play a foundational role in how we access and experience these alternate realities. Social technology companies such as Meta will force brands to take their creativity to the next level if they want to co-exist in both realites. In Lion-winning work produced so far, there’s been a focus on high-quality digital craft to enhance the user experience. As it stands, the metaverse is still an ambiguous, high-concept idea, so experimentation and flexibility are key. Brands must carefully consider how they weave a long-term strategy for engagement in this space into their everyday work, steering clear of one-and-done campaigns. Consistency will be paramount.

“Experimentation on the gaming platform is great but the bar is so high. The digital craft is incredible and the creative is first-class. So what you do has to be relevant and remarkable. Otherwise gaming will just become a landfill.”