Beyond the hype — why mastering digital worlds is a competitive advantage

“The metaverse hasn’t lived up to the hype, but brands are still spending money there, with even the Paris Olympics planning a digital twinning this year,” says D&AD Awards Director Donal Keenan while unpacking ‘Augmentation for All’, a key trend from D&AD’s 2023 report, created with Thought Partnership.

Watch this exclusive excerpt from Keenan’s talk held at D&AD HQ in London, where he delves into the mistakes brands are making in virtual worlds (“there’s still a lack of inclusiveness”), and what they can do to tap into new audiences in this space. “Brands and creatives cannot just dabble tokenistically,” says Keenan.” It requires commitment, investment and brave creative ideas.”

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