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Meta: A New Dimension for Your Passion

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The next Rugby World Cup will take place in France in 2023. Meta, as Official Supplier of the global event, has produced a campaign to rally supporters a year before the start of the tournament. The effort was developed in collaboration with agency partners BETC, Havas Play, Havas Events and Unit9, all working alongside Meta Creative X, the integrated global agency that drives the creative vision for all Meta brands. The tension lies more in the fact that people don’t really see the role for technology in their love for rugby. They love the excitement of the games, the atmosphere in the stadiums, the fun they have with other fans, but they don’t see the role or benefit technology could have in that. So, Meta wanted to show how technology can expand their passion for the sport. Fans care about the game, the team, the outfits … But what can technology add to that? It's the opportunity for Meta to bring the passion of every rugby fan into a new dimension thanks to augmented reality, virtual reality and Meta’s family of apps (Facebook, Instagram, WhatsApp). Meta has developed a series of immersive experiences such as a fan Avatar Creator, a VR and exclusive experience along with six special AR filters available on Meta’s platforms, to help supporters all around the world get into the spirit of the competition. BETC Paris created a digital campaign to amplify the effort and translate the promise of the brand's involvement in its partnership.
Credits Other credits

Brand: Meta

Brand Managers: Katie Ilharreborde, Alice Charvin, Agathe Marian, Alex Canthal, Olivia Crooks, Fernanda Fonseca

Creative X: Renata El Dib, Luke Wicker, Paula Cristalli

Agency Managers: Guillaume Espinet, Hector Amis, Pauline Gomis

Strategic Planner: Philippe Martin Davies

Traffic Manager: Celine Laporte

Creative Producer: Guillaume Denecker

TV Producer: Slim Trabelsi

Production Company: General Pop

Agency Producer: Jeremie Vitard

Post Production: Digital District

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