the wooniverse according to avatar’s jamie flatters- an exploration of self love

An immersive multi-sensory digital experience reframing mental health through the lens of self love. Curated by Avatar's Jamie Flatters, wooniverse breaks down “toxic masculinity”, the ego and discovers new ways to love ourselves culminating in a digital hypnotherapy experience led by Jamie.

The collection explores topics like solo dating, modern masculinity and leveraged an immersive hypnosis experience that is designed to put woo’s audience into deep relaxation through a never before seen virtual healing experience. All designed to bring the wooniverse to life.

Phase 1: SELF LOVE a series of films written, directed and starting Jamie Flatters.

The campaign launched with Self Love, a series of films that take you inside the mind of Jamie's head as he grapples with the philosophy around self love, the ego and loving others.

“There are quite a lot of clickbaity terms when it comes to dealing with mental health in the current online sphere. I was aware of what woo was doing, and saw an opportunity to impact youth culture with something completely wholesome and positively focused. I thought self-love was always an incredibly interesting paradox to try and tackle, so I wanted to approach it from both my own experiences alongside an angle of investigating self-love and finding out whether I could love myself – if a certain philosophy could be reached.” - Jamie Flatters

Phase 2: Jamie Flatters Hypnotises you.

The ultimate form of self love is tapping into your inner consciousness and finding a sense of calm. Jamie Flatters hypnotises the audience in an immersive visual and audio experience that is designed to put woo’s audience into deep relaxation through a never before seen virtual healing experience. Written by acclaimed Hypnotist Michele Occelli and working with AI visuals and frequency laden soundscapes this video is literally designed to make you feel. Activated across the social ecosystem Hypno is a first of its kind (anti) social experience.

Phase 3: A deeper dive into Self love.

The campaign dove deeper in the world of self love through a collection of think pieces (from woo’s Gen Z writers) exploring topics like solo dating, modern masculinity, mental health and in depth interviews uncovering the inner thoughts of Jamie.

The campaign

The campaign was activated via a social first strategy designed to drive engagement with audiences that are not typically served by wellness content through leveraging pop culture and topics that resonate with broader audiences. Going we’re gen Z are the campaign took a platform agnostic approach, including activation on Woo and ITV’s ecosystem including online banners, email, social media, influencer marketing and out of home advertising.

Wooniverse*

*It's a third reality that represents the most optimistic part of Gen Z brains. It's fueled by creative inspiration, fluidity of identity, ideas and is driven by purpose. It doesn't ignore the realities of the real world but is driven by the idea that there are solutions to the big problems and that we're not helpless. It's a space to feel calm. reset and inspired. It's not our world. It's the world that we want to live in.