The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Brands & The Metaverse
Annual ID
OS22_EX055M
About the Work
The biggest beer brand on Earth, AB-InBev blocked us from advertising in the Super Bowl. And then spent over $50 million on Super Bowl ads for their products. We said “cool, hold our beer” and went on to become the most talked about beer brand during the Super Bowl, with a budget just 3% of what they spent on a single $7 million ad.
How did we do it? By going to the one place their lawyers couldn’t stop us: The Metaverse. While there, we did a couple things no brand had ever done before. First, we custom-built the The Meta Lite Bar, the Metaverse’s first branded bar where you could turn virtual beer into real Miller Lite for your Super Bowl party. Then we aired the first ever Super Bowl ad from the Metaverse inside our bar. The spot poked fun at just about everything: overused Super Bowl tropes, the absurdity of the Metaverse, and even ourselves for going to this strange digital land in what was a clear attempt to get press.
The response was astounding. Our virtual bar became the most attended branded event in Metaverse history with over 154 days of total time spent inside our ad - average visitor spending 20 minutes. At peak our traffic even crashed Decentraland’s servers. Although the activation took place in the Metaverse, the results delivered IRL — becoming the most purchased light beer during the week of the Super Bowl, gaining our highest brand share in the past five years, and gathering 1.5 Billion earned media impressions.
How did we do it? By going to the one place their lawyers couldn’t stop us: The Metaverse. While there, we did a couple things no brand had ever done before. First, we custom-built the The Meta Lite Bar, the Metaverse’s first branded bar where you could turn virtual beer into real Miller Lite for your Super Bowl party. Then we aired the first ever Super Bowl ad from the Metaverse inside our bar. The spot poked fun at just about everything: overused Super Bowl tropes, the absurdity of the Metaverse, and even ourselves for going to this strange digital land in what was a clear attempt to get press.
The response was astounding. Our virtual bar became the most attended branded event in Metaverse history with over 154 days of total time spent inside our ad - average visitor spending 20 minutes. At peak our traffic even crashed Decentraland’s servers. Although the activation took place in the Metaverse, the results delivered IRL — becoming the most purchased light beer during the week of the Super Bowl, gaining our highest brand share in the past five years, and gathering 1.5 Billion earned media impressions.
2022 Awards
Total Points: 3
Merit
Credits
Agency
DDB / Chicago
Music / Sound Production Company
JSM Music / New York
Chief Creative Officer
Ari Weiss
Executive Creative Director
Ben Wolan
Executive Producer
Adine Becker
Producer
Brian Vecchione
3D Artist
Dan Levigne
Account Director
Julie Crimmings
Account Supervisor
Cassie Sloma
Associate Creative Director
Oskars Trinitis
Alex Fox
Chris Serrano
Head of Production
Matt Blitz
Audio Engineer
David Axelbaum
Chief Strategy Officer
milo chao
Group Account Director
Kiska Howell
Head of Studio Production
Brian Winterton
Manager of Production Operations
Jillian English
Project Coordinator
Tabor Theriot
Talent Manager
Chris Quinn
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