Creating a Branded Metaverse
Clarks are entering a new market with their CICA trainers, designed around the demanding needs of action sport and to appeal to kids pushing the limits in parkour, BMX, skateboarding, breakdancing, the list goes on… To succeed in this audience and brand shift, Clarks are breaking new ground in the digital landscape with the launch of their immersive new metaverse in Roblox. At the core of this international campaign is the CICAVERSE, immersing this young generation of fans into a branded virtual world for them to take on the sports tournament of a lifetime, all of course while sporting the CICA trainers. The Clarks Stadium hosts games, such as BMX stunts, parkour and breakdancing. Three remarkable young athletes feature in the game who also played a significant role in the development of both the CICAVERSE games and the CICA trainers.
The supportive marketing campaign sees these three athletes being transported from the concrete playground where they honed their skills, to the vibrant CICAVERSE where they take centre stage in a lively arena with the electric feel of a live event. With the influencers filming being beautifully shot and edited by Extreme International and the CICAVERSE under construction, our challenge was to bridge the gap between these remarkably talented kids and Clarks’ new virtual world.