The introduction of mixed reality on Meta Quest 3 aimed to make virtual reality more interactive, shareable, and accessible, appealing especially to Gen Z's cultural influencers.
Despite VR’s established presence, only 35% of 16-34 year olds have tried it, necessitating a campaign that reframes the headset's value beyond typical misconceptions.
Through the 'Old Dog New Tricks' campaign, Meta aimed to shift perceptions of VR from an isolating technology to a combined reality experience, enhancing real-world interactions.
The challenge was twofold: addressing Gen Z's skepticism while demonstrating the transformative potential of MR technology against a backdrop of outdated VR assumptions.
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