Make it Matter
The Matterverse is one of those ideas that’s as simple as it is vast. I worked with Deloitte on engaging their people with their brand purpose, “Making it Matter”, helping colleagues draw a line between overall purpose and individual contribution.
The overarching concept was simply a play on words between the brand purpose and the idea of the metaverse as a place of connection to share and discover how others around the network are making an impact.
Not to get swept up in the metaverse hype, another idea to ground the campaign in reality, and serve as a connection with the real world, was inspired by ‘blue plaques’. MatterPoints could be scanned to open a story of a local colleague’s contribution.
Ideas to extend it reached as far as a hypothetical cryptocurrency called ‘Matter’. Its value dependent on colleagues living the purpose and demonstrating behaviours that ‘matter’, giving it a gamified element.
Who better to talk to in the Matterverse than the UK CEO himself – in avatar form?
While an activation in the metaverse was a long shot, it was intended to stretch colleagues’ thinking into a future space, to consider how the world is changing, and importantly to what their contribution to that change will be.
The potential space for dialogue and connection needn’t be an actual 3D virtual world, but somewhere for colleagues to use as a forum to share stories and champion each other from around the network.
This project was completed while at McCann Synergy.