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Category
Games / Gaming
Annual ID
OS23_BE071M
About the Work
INTRO
The "football field" was established as the unit of measurement used to calculate the scale of deforestation and provide a visual representation of just how big the problem was.
Nowadays the problem is even bigger.
PROJECT DESCRIPTION
Football video games are among the most played in the world. Last year so many football fields appeared in the Metaverse: clubs, brands and even the World Cup Organization created their own fields, capturing the attention of the media. But while these virtual worlds are on fire, the real world is on fire too. In fact, in 2022 more than one million deforested football fields appeared in the Amazon Rainforest and nobody noticed.
In order to raise GenZ's awareness on the problem Lavazza Foundation, which is committed to the conservation of the planet, launched Deforestation Field on Roblox. The first football game in a virtual rainforest, that actually reforested the real Amazon Rainforest.
The game was launched on the International Amazon Day. Gamers could explore the virtual forest, personalize their avatar with football jerseys inspired by the animals in the Amazon at risk of extinction, play matches in the football field and above all give tangible support to the Lavazza Foundation. Because the more they played, the more the field was reforested: both in the game and in the Madre De Dios region of Peru, where Lavazza Foundation is helping the local communities to reforest their land.
The results were big:
TOP 5 sport games in autumn 2022
570 K users in the first week
2.5 M minutes of streaming watched
9.6 M gamers impacted
252 M impressions
43 K football fields reforested in the Amazon Rainforest
2023 Awards
Total Points: 3
Merit
Credits
Agency
We Are Social / Milano
Production Company
Dubit / Leeds
Art Director
Luigi Muraro
Paolo Palazzo
Creative Director
Mattia Lacchini
Paulo Cesar Gonzalez
Executive Creative Director
Daniele Piazza
Alessandro Sciarpelletti
Creative
Francesco Ravelli
Lorenzo Canazza
Senior Account Director
Luca Temporelli
Senior Art Director
Stefano Summo
Account Manager
Camilla Beghi
Editorial Supervisor
Alessandro Romeo
Head of Client Services
Miguel Lima
Influence Marketing Manager
Edoardo Cioli Puviani
Influence Marketing Specialist
Sofia Sarcina Di Fidio
Innovation Director
Luca Della Dora
Senior Account Executive
Andrea Dagoberto Belloni
Silvia Appiani
Senior Creative
Antonio Mitra
Senior Editor
Federica Mordini
Technology Director
Simone Scremin
Technology Supervisor
Cristian Schirru
Video editor
Dario Sepe
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