MWC
Communication campaign for an immersive Mobile World Capital experience that brings technology closer to you through the senses
Background
Mobile World Capital had the objective of making the Metaverse tangible and to introduce it to citizens by inviting attendees of the Mobile World Congress to an experience that alloed them to interact with technology through senses. This will require a campaign that communicates the idea with a unique graphic and narrative that does not reveal the detail and specific content of the experience.
Brand expression
Feel the Technology was based on two pillars: the senses and technology. The intention was to show a Barcelona that had never been seen before through technological experiences through the 5 senses.
To communicate this, we decided to create an abstract representation of the 5 senses with a fluid three-dimensional look. With this approach, we wanted to invite the public to experiment with their senses, positioning the experience as a technologically cutting-edge action and without revealing the experience in detail. In short, we created a teaser campaign.
Brand expression implementation
The campaign was presented in different pieces, some generic and others adapted for each sense. It was adapted to offline and online formats to reach both MWC’23 visitors and citizens in general, since the campaign was present in different locations in Barcelona.
