‘First Digital Nation’ takes Titanium

THE 2023 Cannes Lions Titanium Grand Prix has been awarded to ‘The First Digital Nation’, entered by The Monkeys, part of Accenture Song Sydney, on behalf of the Government of Tuvalu. With rising sea levels threatening its very existence, the low-laying Pacific nation of Tuvalu has embarked on an extraordinary journey to become the world’s first digital country. By embracing the metaverse and preserving its land, ocean and culture in a virtual realm, Tuvalu is aiming to protect its heritage and history from the devastating effects of climate change. To achieve this, The Monkeys and production house Collider Sydney is creating a ‘digital twin’ of Tuvalu, capturing as much of the nation’s cultural heritage as possible by mapping, recording and preserving his- torical documents, cultural practices, family albums, traditional songs and other aspects of Tuvaluan culture.

Simon Kofe, Tuvalu’s Minister for Justice, Communication and Foreign Affairs, unveiled his country’s digital initiative during the UN COP27 Climate Change Conference last November. Addressing the summit via a speech delivered from the metaverse, Kofe said: “As our physical land vanishes, we are left with no alternative but to pioneer the concept of a digital nation. Islands like ours cannot withstand the rapid escalation of temperatures, rising sea levels, and droughts. Therefore, we will recreate them virtually.”

The initial phase of the project entails creating a digital replica of Teafualiku Islet, the smallest of Tuvalu’s nine islands. This virtual representation will serve as a cornerstone for the broader digitalisation effort. The Monkeys also helped Tuvalu create a dedicated website to showcase the project’s progress. The website also features live updates of time, tides and weather, while a ticker on the side displays a menu of the sights, sounds and stories that Tuvalu is endeavouring to preserve online. A prompt at the bottom urges visitors to ‘save the real Tuvalu’.

“This is such an important project and collaboration and one where digital transformation and storytelling sit at the heart,” Tara Ford, chief creative officer of The Monkeys, told Branding Asia.“It’s an ongoing undertaking, signaling a new and sobering chapter in a world facing the realities of climate change.”