The campaign reimagines the 28 property squares around the Monopoly boardwalk as virtual properties. Each one made available as Metaverse-ready NFTs – and a chance for gen z to finally own their ultimate dream homes.
According to Iska Hashim, executive creative director, “As studies have shown, gen z uses their unique brand of humour to cope with the world around them. Which is why this campaign is not only an opportunity for fun digital engagement – but also tongue-in-cheek social commentary.”
The virtual properties itself have been designed in the Chipsmore brand’s over-the-top language – and are featured on bases resembling Monopoly property cards. These include:
Dessert Desert – an oasis filled with mouth-watering treats
Snack Sea – a coastal village plagued with cookie-finned sharks
Slap City – a district of quite literally slapstick skyscrapers
But it doesn’t stop there. As senior copywriter Vickknesh Raj shared, “One of the fun ways we’re amplifying the conversation is through social influencers and our own brand’s mascot who are roleplaying as real estate agents from the Metaverse.”
Launched on 1st September, Malaysians and Singaporeans participate in Metapoly by visiting ChipsmoreMonopoly.com and rolling dice to collect points. At the end of the campaign period, the NFTs are sent to the top 28 players’ Metamask wallets.
“The fact that we were able to seamlessly weave a current trend that is relevant to our audience with an age-old property game in an over-the-top way, makes it more engaging and exciting.
No doubt this campaign will be one to remember and we are excited to take this journey with Chipsmore into the world of Web 3.0,” summed up group account director Wasim Akram.
AGENCY AGENCY: Leo Burnett Malaysia EXECUTIVE CREATIVE DIRECTOR: Iska Hashim CREATIVE GROUP HEAD: David HK Tan SENIOR COPYWRITER: Vickknesh Raj COPYWRITER: Reyna Gopal, Jing Jie Chang DESIGNERS: Sue Phing, Stephanie Chiew Li, Diyana Yusof MANAGING DIRECTOR: Firzan Mulafer GROUP ACCOUNT DIRECTOR: Wasim Akram ACCOUNT MANAGER: Meon Lee ACCOUNT EXECUTIVE: Ilyana Azizi PRODUCTION STUDIO: FlyStudio & CueArt
CLIENT CLIENT: Mondelez International BRAND MANAGER: Yvonne Lam MARKETING MANAGER: Mona Shamili, Boon Siew HEAD OF MARKETING: Arpan Sur
We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it.OkNoPrivacy Policy
