“Break the box” with a virtual reality headset
Organized by the American Advertising Federation, NASAC (National Student Advertising Competition) works with real-world brands to provide schools across the country with a brief and a deadline. In 2021-2022, this collegiate skirmish was sponsored by Meta. They asked us to talk to college kids who don’t think of Quest 2 as anything more than a video game console.
In 2021-2022, this collegiate skirmish was sponsored by Meta. They asked us to talk to college kids who didn’t think of Quest 2 as anything more than a video game console with a 3-D twist.
With zoom classes in tiny dorms, nine-o'clock curfews, and limited amenities, this was not the college experience anyone was looking for. This was peak lockdown on campus, and students felt trapped.
Our solution was to show how Quest 2 doesn’t just let you step out of the claustrophobic box of restrictions. Quest 2 lets you break it.
Here are a few executions that highlight some of my writing and campaign contributions to the campaign that places 5th in the nation.
The pitch (held online)
While concepting, I thought, “wouldn’t it be cool if we pitched for a VR headset in VR?” We did. And it was cool.
Step one: build some buzz.
Walking to class, you aren’t expecting to see a 10-foot-tall glowing box in the middle of campus.
Step two: a test drive.
Seven days later, these demo booths will magically appear in campus hotspots. Meta Quest 2 is for more than just lightsaber games.
Step three: out of home dorm.
Bump up that awareness and recognition.
Ft. a QR code, some mysterious words, and a week-long countdown.
Take a trip to another dimension with a VR experience tailored to each display's location. During each demo, the students will interact with another student(s) on their campus or a campus somewhere across the country.
If Quest 2 lets isolated people connect more deeply, this pitch was the perfect place to show how meaningful this product could be. We got kind of meta with Meta, and people liked it because we won Best Presentation.