In 2022, the hype around the Metaverse increased significantly as a result of the pandemic. People were spending more screen time than ever in digital worlds – even talking about buying property there or burying their loved ones. It reached an extreme level, threatening mental well-being around the world.

In cooperation with the Vienna Tourist Board and the Sigmund Freud Museum, we decided to do something about it and remind people how beautiful the real world can be – experiencable with all their senses. To reach our audience, we sent someone into the Metaverse whom people would notice and listen to: the Father of Psychoanalysis. Equipped with free plane tickets, he sought conversation with other users. His suggestion? Take a break from the online world and come experience the real Vienna.

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