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2018 One Show - Cross-Platform

To The Last Tree Standing

Agency Ogilvy & Mather Polska / Warsaw

Client Greenpeace Poland
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Annual ID

OS_CP18013S

About the Work

The Białowieża Forest is the Europe’s last lowland primeval forest and a UNESCO World Heritage Site. When Polish Government authorised logging there, the protests from usual groups were largely ignored. We needed to involve new backgrounds - ideally young people, whose voice wasn't heard before, and aged at least 13 so they could sign petitions. To attract them, we created 1:1 scale digital copy of the area in Minecraft. The biggest Minecraft map in Poland, it became a hit right away. It managed to depolarise the highly political subject and educate youths about the issue. Just when its popularity peaked, we hosted Poland's biggest live Twitch event, during which a record breaking audience was surprised with a different map - where all of the trees except for one were cut down. The event simulated the feeling of loss and made our audience take real action and help resolve the issue.