With Meta's rebranding, the company faced a major challenge: the vast majority of people didn't know what the metaverse was or understand the company’s vision. For some, it was scary. For others, it was confusing.

This campaign aimed to build excitement for Meta’s vision for the future possibilities of the metaverse by showing it's both a natural extension and massive leap forward in how people use its platforms today.

Our intention was to authentically reflect the world of Team Amani. To that end, we sourced music that represents the multiple regions of East Africa from which the Team comes, using different genres to help compliment different sections of the film. We placed five different pieces of music on the film ranging from 70s Kenyan funk band New Gantanga Sound to modern day Tanzanian Singeli artist Bamba Pana. By sourcing stems for each piece, we were able to remix and reconstruct the tracks allowing the music to move seamlessly throughout the film.

The ‘Amani’ integrated campaign was one of the most successful Meta brand programs of the year in delivering the message about our vision for the metaverse (+5.7ppts) and creating optimism for the brand’s future (+4.6ppts).

The linear TV ad reached 43.1M households (iSpot) and on-platform ads achieved 4.9B digital impressions (Facebook Ads Manager, CM360) in just 5 weeks.

The campaign also surpassed expectations for engagement, with an on-platform video completion rate +10-ppts above our benchmark.