BACKGROUND
Chipsmore is the brand most synonymous with chocolate chip cookies in Malaysia. And its purpose has been to interrupt serious moments in the lives of Gen Z with over-the-top fun. So, in 2022, as conversations around the Malaysian housing bubble continued to build and cash-strapped Gen Z Malaysians continued to fume, we asked ourselves: could this be an opportunity for not just tongue-in-cheek social commentary AND ALSO a fun digital engagement like never before?
CAMPAIGN
Through a partnership with Hasbro Monopoly, the brand most synonymous with properties, we launched METAPOLY.
A reimagining of the 28 property squares around the iconic boardgame as over-the-top virtual properties. Each one made available as NFTs. All of them a chance for Gen Z to finally own their ultimate dream homes.
At least, in the Metaverse.
The conversation was amplified with social influencers and Cookie Guy, the Chipsmore mascot, roleplaying as property agents. And all comms directed audiences to roll dice and collect points to win their very own Metapoly property.
BEHIND THE SCENES
Sketches of the properties that went through several rounds of discussions and tweaking before arriving at the final 3D/2D models.
Sketches of the properties that went through several rounds of discussions and tweaking before arriving at the final 3D/2D models.
Thank you for viewing!
Designers: Chew Sue Phing | Nur Diyana
Junior Art Director: Stephanie Chiew
Designers: Chew Sue Phing | Nur Diyana
Junior Art Director: Stephanie Chiew
Senior Copywriter: Vicknesh Raj
Copywriters: Reyna Gopal | Chang Jing Jie
Creative Group Head: David Tan
Executive Creative Director: Iska Hashim
Creative Group Head: David Tan
Executive Creative Director: Iska Hashim
