Meta asked us to make Meta Quest 2 essential, coveted tech for 18-24-year-olds who are in college or prepping for college. After conducting award-winning primary and secondary research, we chose to appeal to our target audience, affectionately named “Seekers,” through strategy based in theory of awe experiences. Awe experiences are sought out and seen as positive and unique, but unattainable in Seekers’ day-to-day lives.

Our team discovered if we are able to provide our audience with an easier way to experience awe, this will increase their happiness and prosocial behavior when stuck in the frustrating, mundane routine higher education tends to provide. Our multimodal, integrated campaign visualizes awe using color theory and five unique types or “flavors” of awe experiences: Fear, Supernatural, Beauty, Ability, and Virtue. 

Deliverables start in black and white, but explode with color as we reveal awe to Seekers using the Meta Quest 2. This explosion of color correlates with the flavors of awe to represent what Seekers find when they open their eyes to Meta Quest 2 as more than just a gaming device. This helps connect them to a greater awe-filled world right from the comfort of their own dorms, making Meta Quest 2 essential for any Seeker out there.