Marc Jacobs Perfect Pride

To immortalise the real-world activation in the metaverse and showcase the results of these two events to create a permanent, year-round symbol of advocacy, virtually accessible to all.

The Brief

To immortalise the real-world activation in the Metaverse and showcase the results of these two events to create a permanent, year-round symbol of advocacy, virtually accessible to all.

What we did

Cult recreated the rainbow stage in Spatial, topping it with a virtual fragrance and adorning the sky with charms. The activation housed key statistics, taking visitors through a guided narrative of successes from the real-world activation, included a donation mechanic for LGBTQIA+ charity AKT, and featured images from the real-world events; linking the real-life with the virtual.

8.1bn

TikTok views on #PerfectPride

£3.2m

EMV

1139%

Uplift in IG accounts reach

120%

Uplift in YoY sales

99%

Positive sentiment