Here’s an interesting question. While many investors have started to buy metaverse real estate with some purchase amounts close to millions of dollars, shouldn’t we connect and help each other in the real world before investing to build a virtual world? That question has led to a campaign by Entourage and TBWA\Paris, and Will, the first homeless person in the metaverse, spokesperson for all like him.
Every year, March 31 marks the end of winter break and the end of France’s emergency accommodation plans for precarious people. But for many people, the struggle continues year-long. So, on the eve of the presidential election, the Entourage network, a community of 150,000 committed citizens, and TBWA\Paris are bringing attention to the needs of those living below the poverty line. Through Will, Entourage questions the evolution of our society, of social ties, and invites people to look after the most precarious, in real life.
This is the current paradox. We have never been so connected and yet never so isolated behind our screens. The metaverse is expected to be the future version of the Internet. It is estimated that a quarter of the world’s population will spend at least one hour a day in the metaverse by 2026*. Investment in the metaverse is accelerating, and virtual land is seen as a highly profitable investment by more and more investors. Some properties, such as villas or yachts, are even reaching the million-dollar mark. And that’s not all: many brands are also investing in this new virtual reality, at a cost of hundreds of thousands of euros. Meanwhile, in France, 300,000 people are living without a home**, and are also deprived of social ties. 85% of homeless people say they feel rejected by passers-by***. And only 26% of French people say they talk to homeless people^
“The 7 million people who are isolated in France^^, a country that has included the word, Fraternité, in its motto without really understanding it, are silent. They do not demonstrate. They are invisible and alone, just ignored. Let us recover our own dignity by living a true relationship of communion with them,” Jean-Marc Potdevin, co-founding president of the Entourage Network.
These people want to contribute to society but a blocked by circumstances. 72% of homeless people who are helped out say that they want to start new projects (resume their activities, become a volunteer, find a job, etc.)^^^.
Will, the First Homeless Person in the Metaverse comes as close as possible to a fair and non-cartoonish representation of a homeless person or a person in great precariousness. In addition to living in the metaverse, Will challenges people in a strong TV film, via cross interviews with currently or formerly homeless people, but also via posts on social networks that bounce off the news.
Through this new campaign and the creation of this new kind of spokesperson, Entourage points to the paradox of an era and positions itself as “The social network that really is social”.
*Gartner Infotech (2022) Metaverse Hype to Transition into New Business Models that Extend Digital Business. Stamford.
**Fondation Abbé Pierre (2022).
***Emmaus/BVA (2005) – The opinion of people housed in Emmaus centres on their daily life and on emergency and integration accommodation.
^Baromètre de la fraternité 2020.
^^Fondation de France.
^^^Entourage Network (2020).
NOTE: Entourage’s Street’s 15-people Committee is made up of currently or formerly homeless people, who guide the team. The Entourage app allows French people to find out about those in need in the user’s neighbourhood.
Credits:
Client: Entourage
Client Directors & Managers: Jean Marc Potdevin, Lucie De Clerck, Zoé Boissel & Mathilde Borgias
Agency: TBWA\Paris
Executive Creative Directors: Benjamin Marchal & Faustin Claverie
Art Directors: Morgane Alexandre & Sébastien Skrzypczak
Strategist: Léa Rivoire
Chief Planning Officer: Emmanuel Sabbagh
Account Directors & Managers: Frédéric Jacquard & Julia Montagu
Post Production: \Else
Head of 3D Younes Chekouh
Head of Post Production: Séverine Damolini
Head of Music & Sound: Olivier Lefebvre
Sound Director: Ambroise Cabry
MusicAart Director : Thomas Jacquet
