The strategy centered on positioning Meta Quest 2 not just as a tech product, but as an experiential gift that unlocks new realms of possibility. To resonate with holiday shoppers, the campaign needed to emphasize VR’s broad appeal and accessibility, showing how Meta Quest 2 could bring joy to diverse audiences—from gamers to adventure-seekers. By framing the headset as a way to realize dreams and explore new worlds, we aimed to establish Meta Quest 2 as a top-of-mind holiday gift with a distinct, aspirational value.
The campaign focused on the delight of discovering VR’s potential, with visuals that illustrated big dreams—from space exploration to thrilling adventures—that users could experience with Meta Quest 2. The campaign’s media presence was expansive, reaching audiences nationwide through TV spots and high-impact out-of-home placements, including fully wrapped buses. By making VR feel accessible and exciting, the campaign positioned Meta Quest 2 as more than a device; it was the key to new worlds and experiences.

Client: Meta|
Agency: Anomaly
Creative Direction: Dave Lawrie
Camille Yin
Design: Ben Gilpin, Benoit Ollive