The Web3 ecosystem and the advertising industry have more in common than one might think. The main commonality: they sell ideas. From NFT founders selling their road map to traders, to everyone and their mom trying to be "first" to the Metaverse, intangible ideas for the future are bought and sold in web3, just like ideas are bought and sold based on an advertising brief.
A new medium for creatives to play with, and brands to capitalize on, the Metaverse is the shiny new object of the 20's. However, without putting in the time to understand the culture of Web3, many brands first foray into the space were, at best, a fun stunt, and at worst, an unnoticed waste of money. The web3 space is ripe for disruption from the big brands, but without clear best practices, how do big brands impact the space?
Enter Matt Hassell, past chief creative officer of OlgilvyOne Worldwide, KBS+, Forsman and Bodenfors, and now founder and CCO of Ultralight Creative. Matt is a seasoned ad leader that came across the metaverse, dropped everything, and strategically jumped in. One of the few that understands the nuances of both the traditional ad world and the rapidly evolving web3 space, Matt and his agency provides everything from ideation to execution on web3 related activations, specifically targeted at the brands outside the space.
On this episode of Not a JPEG, we interview Matt on his journey into the Metaverse, and how he envisions the future of advertising in the web3 world.
In our interview, we explore:
1) The current sentiment of the ad world towards Web3. What succeeded, and what fell flat?
2) The most important considerations for brands trying to enter the space and make meaningful impact.
3) The future of advertising in a world of phygital goods, AR activations and VR lifestyles.
To connect with Matt Hassell:
matt.hassell@ultralightcreative.ca
https://www.ultralightcreative.ca/
https://www.linkedin.com/in/matt-hassell/
WATCH THIS EPISODE: https://youtu.be/UU8Ven7k2P4
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