Mondelez and Leo Burnett Malaysia launch virtual properties with Monopoly

The first Monopoly-themed NFT collection has arrived thanks to Leo Burnett Malaysia and Chipsmore, the chocolate chip cookie from Mondelez International.

Dubbed “Metapoly”, the collection reimagines the 28 property squares around the iconic Monopoly boardwalk as virtual properties. An opportunity for Gen Z Malaysians to own their ultimate dream homes like:
· Awesome Avenue for those that need a pad that screams par-tay.
· Cookie Galaxy where planets orbit a chocolatey snack in the endless void of space.
· Boomshakalaka Boardwalk that boasts an unobstructed view of the Metaverse.

Each one designed in the cookie brand’s over-the-top language and minted on the blockchain. Ready to be uploaded into virtual worlds with all the real bragging rights that come with property ownership.

Leo Burnett’s Executive Creative Director, Iska Hashim, said: “With the future shaping up to be as meta as Gen Z’s sense of humour, the campaign is not only an engaging digital experience – but also a tongue-in-cheek commentary on their relationship with real estate.”

“One of the fun ways we’re amplifying that conversation is through social influencers and our own brand’s mascot who are roleplaying as real estate agents from the Metaverse”, says Copywriter Vickknesh Raj.

Launched on 1st September, Malaysians and Singaporeans participate in Metapoly by visiting ChipsmoreMonopoly.com and rolling dice to collect points. At the end of the campaign period, the NFTs are sent to the top 28 players’ Metamask wallets.

Leo Burnett’s Associate Creative Director, David HK Tan, said: “We’ve only just begun to scratch the surface of what’s possible for branded campaigns in the Metaverse. And while it’s important to make the experience as user-friendly as possible, we’re excited to keep pushing the boundaries of what our clients do within this new space.”

Credits
Agency: Leo Burnett Malaysia
Executive Creative Director: Iska Hashim
Creative Group Head: David HK Tan
Senior Copywriter: Vickknesh Raj
Copywriter: Reyna Gopal, Jing Jie Chang
Designers: Sue Phing, Stephanie Chiew Li, Diyana Yusof
Managing Director: Firzan Mulafer
Group Account Director: Wasim Akram
Account Manager: Meon Lee
Account Executive: Ilyana Azizi
Production Studio: FlyStudio & CueArt
Client: Mondelez International
Brand Manager: Yvonne Lam
Marketing Manager: Mona Shamili, Boon Siew
Head of Marketing: Arpan Sur