Over the past few months, brands and investors have injected billions of dollars in virtual real estate. Virtual lands, houses, islands have gone for millions. Meanwhile, hundreds of thousands of people have no roof and live in the street. The Entourage charity, that aims to end homelessness, wanted everyone to realize that before investing in virtual worlds, they should take care of the REAL world. So together, with the help of a committee of real homeless people, we created Will, the first homeless person in the Metaverse.

We wanted people who spend time and money in the Metaverse to realize that they should take care of the REAL world before investing in virtual worlds.

To do so, we created Will, the first homeless person in the Metaverse. Will lives in various metaverses (Decentraland, Minecraft and Sandbox). He is the spokesperson for all the homeless people in the world, and via social media, has been delivering his message.

In order to make Entourage’s cause as visible as possible, we decided to surf on the Metaverse’s trend, and launched our campaign when everyone was talking about virtual real estate. We wanted Will to exist on as many platforms as possible. Metaverses, obviously (Decentraland, Minecraft, Sandbox), but also social media (Instagram, Twitter, Facebook, YouTube), and traditional media (TV). We wanted to make as much noise as possible by high jacking the French elections, and hence create a lot of free media.

We created Will, the first homeless person in the Metaverse. Will adapted his shape to many Metaverses (Decentraland, Minecraft, Sandbox), to debate with as many people as possible, virtually. Will also delivered his message on various social media (Instagram, Facebook, LinkedIn, YouTube, Twitter), and in real life through interviews with real homeless people.

Will sent political messages and videos during the French elections. He highjacked conversations on Twitter, whenever people were promoting the Metaverse. He went and debated with many people in Metaverses.

The results were astonishing, with 960K impressions, 7,1M earned media and 850% increase in brand visibility, as well as articles in over a dozen countries in the world.