Our objective was to generate excitement about Meta and collective experiences to Brazilians in the virtual world. But we had an extra challenge: in Brazil, access devices for the Metaverse are yet to be approved and are not available in that market.

With the help of three Brazilian urban musicians Meta has built a simple AR Filter that could transform any smartphone into a portable music studio, allowing anyone, anywhere to create their own tune.

The Brazilian urban music community is very strong and creative, but lacks visibility, recognition and, most of all, simple and affordable technology to help them share their artistic skills. Meta had then the perfect opportunity to showcase how the virtual world and Meta's platforms could be fun and expand their talents at the same time.

First of all, we've invited three emerging music talents to join forces and help us to create an AR Filter that in a fun simple way could allow any person to create their own music.

After that, we have asked a vast variety of digital creators to translate those tunes into visual assets, mostly via Instagram, expanding music through new realities of artistic expressions.

Some of the arts created, became Meta's OOH campaign, around Brazilian cities and were displayed in one of the biggest urban music festivals in the world: Afropunk Bahia.

Throughout our campaign, we've achieved:

• Around 280 million total people reached

• Around 2.8 million reach on Instagram with high engagement

• 69% of Positive Sentiment

The campaign had not just a great ad performance, but content wise, was also consumed as content by the audience that is keen to absorb music related content.

And, as a way to promote legacy to the communities that helped the campaign, Meta partnered with an educational platform "Inventivos" to offer AR classes to these communities so they could create their own augmented realities.