Metaverse and Web 3.0: Creativity and Technology for Brands

Young Goldsmith
June 2, 2022 – 15:53

Volleba, a brand ready for the future of the Earth, has released a space travel jacket. With an anti-gravity pocket and a compartment prepared if the passenger is ill, the product had a futuristic presentation that matched its concept. At Decentraland, the brand has prepared a sort of treasure hunt for the item, available for the first time, available in metaverse.

Nick Coronges, R / GA Global Director of Technology (Credit: Eduardo Lopes)

The action is one of the cases of R / GA, Nick Coronges, the agency’s chief technology officer, who was presented on stage on the second day of the ProXXI event. By proposing to think in terms of terms such as verse and Web 3.0 in a more practical and applicable way in everyday life, the professional believes that creative work for these new virtual worlds comes at the intersection of technology. “What we need is more practical approaches and bringing that into the realm of everyday life in terms of what we can and should do,” he said.

One of the arms of R / GA is “ventures”, which is working with leaders to help them take advantage of disruptive and emerging technologies to create growth. “It’s just an incredibly important part of what we think about innovation, because a lot of it and talent has moved into this startup ecosystem,” Coronges said. “We believe that in order to be relevant, to be effective and to have access to these trends, we need to engage this community. […] That means getting involved with them and investing in them. ”

The CTO reminded that the verse is not new, referring to the beginning of the term, when it was coined in 1992 by author Neal Stephenson in one of his works. Bitcoin started appearing in 2008. However, “what happened in the last few years that got everyone so excited?” Coronges asked. The answer came as an example: the materialization of the verse with games like Roblox, Fortnite, and Minecraft. In addition, the creation of platforms built mostly on blockchains popularized NFTs, for example, with the purchase of land in a virtual environment.

According to him, one of these trends is the metaverse that makes up Web 3.0: games, cryptography and blockchain, and the digital tour of society – using pandemics, of course. “Because we are working remotely and spending so much more time online has created virtual mega-changes in the time we spend online. Now it’s changing the way we see ourselves – we’re thinking about how we see ourselves in Zoom, in our avatar, ”the executive said.

“It’s important for people to understand Web 3.0 in the context of what they know about Web 2.0 and 1.0,” Coronges said. Progress is based on a democratized access to audience and information, with a first technology, such as the creation of the Internet. Then came the big aggregators: big technologies, characterizing what we see today, with the cloud, big data, and smartphones, for example. The next step is to show the public the immersive internet, decentralization and tokenization of processes.

Citing companies such as Google and Facebook, the current Meta, stressed that executives were important in their services because they facilitated the consumption and creation of content, but warned: “The only problem is that this puts power in the hands of a few and limited the format.” In this sense, brands have been influenced by limiting their creativity to create interactive content to meet an Instagram format, e.g.

However, the scenario has begun to change. “There’s a lot of talk that Web 3.0 is a new world where decentralization is back on track, where you can create platforms that don’t have corporate entities. So this is starting to make a splash in the developer community, and brands are starting to focus on that, “Coronges said.

According to the CTO, some of the lessons learned by R / GA in working with customers in metabersion are that the brand’s goal is to drive the application of technology, including actions that are exclusively targeted and originally created in virtual environments. “Brands will have to figure out what makes them special, how to express them and what they do on an original platform,” he admits. In addition, Web 3.0 represents a change in thinking that is driven by consumption and calls attention to engagement and access, recalling that omnikanal is an extension of holistic strategies for brands. New technologies also require legal and financial effort, which requires additional support for the implementation of actions in these media.

Asked if there is a place – or not – for small brands and consumers in general, the R / GA spokesperson said that in this environment, smaller brands stand out, as new technologies have been created by small businesses and communities. Those that were original in Web 3.0, and then prevailed and became larger and more prominent. He also pointed out that it could be even more difficult to apply for shares of big brands, as they already have deep-rooted beliefs that need to be broken in order to enter the new world.

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