自2021年走进大众视野，时至今日，元宇宙已然是2022年的概念顶流。在巨头下场、web 3.0 加速构建的过程中，NFT作为元宇宙中的连接纽带、虚拟数字人作为元宇宙的场景入口，也备受瞩目。回看2022上半程，许多品牌继续深入探索元宇宙，以数字人为笔、用NFT着墨，在全新的创意场景里为大众勾勒出指向未来的生活样貌。
From 2021 to 2022, the Yuan cosmopolitan is now at the top of the 2022 concept. In the end, Web 3.0 of the process of accelerated construction, NFT is also visible as a link in the metacosm, and virtual digital people as an entry point to the metacos. Looking back at the first half of 2022, many brands continue to explore the metacostrophes in depth, using digital pens and NFTs as ink, and in a completely new creative landscape to show the public the way of life in the future.
根据阅读量、收藏量、点赞数、用户反馈等各项指标，本篇甄选出 2022上半年年度元宇宙精选项目 TOP 10。它们或以互动数字杂志的形式呈现，在太空的广袤无垠里探索未来的无限可能；或让数字人成为纽带，用虚拟偶像的特殊身份唤起大众对特殊群体的关注；或将虚拟与现实的边界直接打破，将NFT顶流无聊猿带入线下生活……一个个精彩的项目中，展现出关于元宇宙的无尽可能。
According to indicators such as 注：排名不分先后，按发布时间排序 Brand：安踏 结合钱学森对虚拟现实的翻译——「灵境」，安踏打造出“冰雪灵境”沉浸式互动数字空间，首发“2022 限量高能冰雪NFT数字藏品”，其中包含助力中国冰雪国家队12支队伍的队服以及2个神秘纪念款数字藏品。借助这一项目，安踏给数字藏品找到多个具体的承载空间，让感官探索尺度得到丰富扩大。与此同时，安踏还将数字藏品的设计尽可能地与冬奥热门节点贴合，为用户打造专属的冬奥回忆。 In conjunction with his translation of virtual reality – the Episode – he has set foot to create an interactive digital space in which the “Ecclesiastical Land” immerses, starting with the “2022 capricious high-energy NFT” digital collection, which includes 12 teams of China’s Ice and Snow National Teams and two mysterious souvenirs. With this project, he has created a variety of specific carrying spaces for digital collections, enriching the sense exploration scale. 一次更内容向的尝试，一段独特的“阅读”体验。在广阔生动的异次元空间中，阿里妈妈与栩栩华生共同为读者打造了虚实结合的沉浸式体验，用户既是玩家，也是创造者。故事设定与互动体验都相对宏大完整，给观众提供了一个想象元宇宙的具体空间载体。这也是业内首本以“元宇宙”为场景设定的数字杂志，从文字到画面、视频，再到“元宇宙”，用《MO Magazine》共同掀起一场内容世界的新浪潮。 One more attempt, a unique "reading" experience. In a vast, living sub-dimensional space, Ali's mother and Tsing Huasheng have developed a virtual immersion experience for readers, both as players and creators. The story setting and interaction experience are relatively complete, providing viewers with a specific space vehicle for imagination of the meta-cosm. It is also the first digital magazine in the industry that has been set with a meta-cosm view, from words to images, videos to meta-cosm, to a new wave of content in the world, using MoMagazine. Brand：Baidu 百度 2月，百度发布品牌首个AIGC 的数字虚拟偶像希加加，初次亮相不仅与蜘蛛侠同框，还模仿了《三体》中叶文洁的经典台词等。希加加在4月成为麦当劳产品首位虚拟推荐官，登陆成都、大连的裸眼3D大屏，与大屏下方的麦当劳店铺相映成趣，上演全新跨维媒介互动「吃汉堡的数字人」；6月，希加加还与集度汽车合作，作为000号数字人车主驾驶集度汽车机器人概念车ROBO-01出现在其元宇宙发布会上。 In February, the 100-degree branding of the first AIG digital virtual icon, Higaga, was launched, not only in the same frame as Spider-Man, but also in the classic Japanese language of the Three Bodies. In April, Higa became the first virtual referee for McDonald’s product, landing on the top 3D screen of Chengdu, Dalian’s naked eye, funning with the McDonald’s shop under the big screen, performing a completely new cross-dimensional media interaction, the Digital Eater of Hamburg; and in June, Giga also worked with a collector car to launch ROBO-01, the concept of a 10,000 digital bus driver driving a centralized car in its meta-cosm. 既能驾车还能吃汉堡，在「人类世界的 AI 观察者」这一人物设定下，百度用希加加为大众带来无法分辨的虚实感，用数字化和个性化的活动进一步贴近年轻用户。 It's both driving and eating burgers, and under the "AI Observer of the Human World" character, it's designed to create an indistinguishable sense of fiction for the general public in Hijaga, and it's digitalized and personalized activities that are closer to younger users. 用外星人的「外部视角」给用户讲了一个关于NFT的故事。一部“元宇宙”主题的硬科幻大制作，不仅设置反转情节，还有多处彩蛋致敬《哈利波特》《赛博朋克2077》等经典，全方位突出了数字藏品“不可复制”的核心特性，与「有点东西」内容栏目的定位高度契合，点燃用户参与的兴趣。 Using an alien's "external perspective" to tell users a story about NFT. A hard science fiction production on the theme of the meta-cosm, which not only sets transversal scenarios, but also celebrates such classics as Harry Potter's Cyberbunk 2077, highlights the core characteristics of the digital collection's "non-rotability" in all its aspects, and is highly aligned with the location of the content column with the "with something" content line, encouraging user interest. Brand：百度 4月，借着中国航天日的节点热度，百度发布「月壤」数字藏品，将嫦娥五号带回的真实月壤扫描还原，打造成NFT藏品。借助数字藏品的形式，百度将中国航天精神、深空探测成就凝固到百度超级链中，以NFT的形式被永久记录、长远传承。围绕月壤数字藏品，百度还策划了AI编曲版《东方红》、太空兔数字人、火星车&太空兔数字藏品等活动，进一步强调出“中国探月航天工程人工智能全球战略合作伙伴”的品牌身份，用科技助力航天精神、致敬航空梦想。 In April, with the nodal heat of China's Space Day, 100 degrees released the "Moon Border" digital collection, returning the Quanta Five with a real lunar scan, resulting in a NFT collection. In the form of a digital collection, 100 degrees condensed China's space spirit and deep-space exploration achievements into a 100-degree chain, permanently recorded and long-term in the form of NFT. Brand：李宁 比起将自己的产品、形象打造成NFT，李宁选择和当红IP无聊猿联动合作，借助无聊猿已有的身份影响力创造话题影响力，焕新品牌的年轻化感知。与无聊猿形象的结合非常巧妙地点出了品牌特质，同时也有将这一形象线下实体化的尝试，丰富了NFT营销的维度。 Compared to creating NFT with its own product, image, Lining chooses to work together as a red IP boring ape to create influence on the topic and to rejuvenate the rejuvenation of the new brand by using the influence of the identity that already exists in the boring apes. The combination of the boring ape image has been so clever as to produce brand features, and there is also an attempt to physicalize the image, enriching the dimension of NFT marketing. Brand：MVM design label_ 当音乐厂牌摩登天空开始做设计内容厂牌，NFT的发售变成一次将品牌已经积累下来的虚拟形象、艺人资源转化成更多元展现形式的尝试。NFT只是第一步，在藏品之外，摩登天空还为藏家增设AR玩法，为用户找到了一个更可感的NFT呈现形式。在未来，摩登天空还将在草莓音乐节将推出AR体验，并计划打造虚拟草莓音乐节。品牌元宇宙的图景缓缓展开。 When the music factory Morden sky began to design content cards, NFT sales turned into an attempt to transform the brand's accumulated virtual image, artist resources, into more meta-presentation. NFT was only the first step, in addition to the collection, to create an AR game for the collector, finding a more sensitive NFT presentation for users. In the future, the Mordon sky will also launch the AR experience at Strawberry Music Festival and plan to create a virtual strawberry music festival. 以往，再火爆出圈的虚拟人，“营业”形式也多是停留在唱跳、采访等方面，鲜少有突破性的创新演绎方式。和平精英让虚拟人吉莉为联合国妇女署活动做开场致辞，做价值观念输出，可以说是全球范围内的一大创新。通过这次演讲，和平精英让虚拟人走上了国际化的舞台，在前所未有的平台规模、受众更广的价值观输出中，将虚拟人的影响力范围进一步扩大。 In the past, virtual actors, often in the form of “business” – often in the form of singing, interviewing, and so on – rarely in the form of breakthrough innovations. Peace elites give virtual Gilly an opening address to UN Women’s activities and produce an export of values, which can be said to be a major innovation on a global scale. Brand：公益机构国际唐氏综合征（Down Syndrome International） 虚拟网红与公益的结合，打开大众对数字人的又一思考角度。不完美但很真实的Kami，作为一个标志性的符号，将多元、包容的心态带到了数字空间，从公益层面引发大家的关注与思考。 Virtual red is a combination of public goods, opening up yet another public perspective on digital people. The imperfect but very real Kami, as a symbolic symbol, takes a pluralistic and inclusive mentality into digital space, drawing attention and reflection from the public good. Brand：百事可乐 在今年6月中旬举办的首季数字上海时装周上，百事可乐从“可持续”的品牌愿景出发，发布3套有再生材料制作的虚拟时装。在Inert Plan的支持下，百事可乐的将环保议题以一种全新的呈现形式，融入到时尚潮流的秀场。在虚拟时装的跨界呈现中，百事可乐找到与年轻消费者对话的新渠道。品牌的可持续态度，也通过虚拟人在秀场中的交互场景，进一步传递给大众。 In the first season of the digital Shanghai Fashion Week in mid-June, Pepsi Cola launched three virtual fashions with regenerative materials, starting with the “sustainable” brand vision. With Inert Plan, Pepsi introduced environmental issues in a brand-new form to fashion-tide shows. In the virtual cross-border appearance of fashion, Pepsi found new avenues for dialogue with young consumers. 目前，数英正在进行 2022年上半年度内容榜盘点，通过阅读量、收藏点赞等互动数量，我们将盘点涵盖上半年度绝不能错过的文章和最值得一看的好项目！精彩内容持续放送，敬请期待。 At present, the United Kingdom of Great Britain and Northern Ireland is running an inventory of content in the first half of 2022, which, through reading, collection of praises and so on, will cover articles that must not be missed in the first half of the year and the most interesting items. 前往了解更多关于 「数英年度内容榜」 Go to learn more about " English Annual List
Agency：Creatife 介陌创意 上海
Agency：本邦BENBUN 北京
Agency：Forsman & Bodenfors 新加坡、The Diigitals
Agency：Inert Plan
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