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Flying Guardians
Agency AlmapBBDO / Sao Paulo + Vetor Zero / Sao Paulo + Alma 11 11 Audio / Sao Paulo + Bari Filmes / Sao Paulo
Category
Gaming for Good
Annual ID
OS25_GA024M
Background
Planet LABS is the leading provider of daily satellite data about the Earth.
The company's mission is to make global change visible, accessible and actionable through their +200 satellites.
Greenpeace is a well-known global network that fights to preserve the environment.
Flying Guardians is the solution to a challenge: how to make environmental abuse more tangible?
The project went far beyond this initial objective.
Not only did it get people to see what was going on in the Amazon, it also created an entirely new way to protect the environment.
And all without leaving gameplay.
For Greenpeace, specifically, Flying Guardians also solved other long-time problems.
It brought a brand with a 50-year history closer to new generations, generated an unprecedented database of reports about environmental threats in the Amazon (user-generated content) which is the first step for a formal investigation. Also resulted in an increase in petition signatures and donations.
The company's mission is to make global change visible, accessible and actionable through their +200 satellites.
Greenpeace is a well-known global network that fights to preserve the environment.
Flying Guardians is the solution to a challenge: how to make environmental abuse more tangible?
The project went far beyond this initial objective.
Not only did it get people to see what was going on in the Amazon, it also created an entirely new way to protect the environment.
And all without leaving gameplay.
For Greenpeace, specifically, Flying Guardians also solved other long-time problems.
It brought a brand with a 50-year history closer to new generations, generated an unprecedented database of reports about environmental threats in the Amazon (user-generated content) which is the first step for a formal investigation. Also resulted in an increase in petition signatures and donations.
Creative Idea
Microsoft Flight Simulator was turned into a real-life environmental defense platform.
This innovative MOD updates the game’s original map with near real-time satellite data from Planet Labs.
With these maps in hand, players can become real-life environmental defenders.
They can fly over updated satellite imagery of Amazon, which is now presented in a gamified format.
They can submit reports about threats to the appropriate authorities as in-game coordinates equals real world coordinates. They can sign petitions and also donate to Greenpeace.
All without leaving the game.
In this partnership, Planet Labs and Greenpeace created an unprecedented experience.
A seamless integration between the gaming world and Planet Labs’ main service: near real-time imagery from cutting-edge satellites.
One of the world’s most realistic games. Now, transformed into the world's most accessible and interactive environmental defense platform.
This innovative MOD updates the game’s original map with near real-time satellite data from Planet Labs.
With these maps in hand, players can become real-life environmental defenders.
They can fly over updated satellite imagery of Amazon, which is now presented in a gamified format.
They can submit reports about threats to the appropriate authorities as in-game coordinates equals real world coordinates. They can sign petitions and also donate to Greenpeace.
All without leaving the game.
In this partnership, Planet Labs and Greenpeace created an unprecedented experience.
A seamless integration between the gaming world and Planet Labs’ main service: near real-time imagery from cutting-edge satellites.
One of the world’s most realistic games. Now, transformed into the world's most accessible and interactive environmental defense platform.
Insights & Strategy
The first insight was about the game.
Microsoft Flight Simulator (MFS) was originally designed with real-life coordinates.
The game's original map is based on outdated Bing Maps imagery (mostly from 2013).
The idea strategy was to swap out the source: updating the game's map with Planet Labs’ near real-time satellite imagery.
Once that was in place, we brought on MFS experts to build the experience with our development team, to make it as enjoyable as possible for players.
They provided the development team with everything they thought the experience should have. All features were based on their experience: from the radio to the tool for reporting threats.
At the launch, +40 top streamers and players presented the platform.
It was a blast. Especially inside the MFS community.
They’d been playing for hours just for the love of flying. Now, they're also flying to help protect the forest.
Microsoft Flight Simulator (MFS) was originally designed with real-life coordinates.
The game's original map is based on outdated Bing Maps imagery (mostly from 2013).
The idea strategy was to swap out the source: updating the game's map with Planet Labs’ near real-time satellite imagery.
Once that was in place, we brought on MFS experts to build the experience with our development team, to make it as enjoyable as possible for players.
They provided the development team with everything they thought the experience should have. All features were based on their experience: from the radio to the tool for reporting threats.
At the launch, +40 top streamers and players presented the platform.
It was a blast. Especially inside the MFS community.
They’d been playing for hours just for the love of flying. Now, they're also flying to help protect the forest.
Execution
The Flying Guardians development process took 8 months.
First came the programming. Given the unprecedented nature of the project, it took months of trial and error before we were able to link the stream of near real-time imagery from cutting-edge satellites to the game.
Flying Guardians also includes a number of exclusive functions in the game, such as radio stations transmitting information, a tool for reporting incidents (which feeds straight into a Greenpeace database), an in-game shortcut for signing a petition and donating, and different themed planes.
The launch included a video and a suite of messaging in a variety of formats, and was boosted by 40-plus Brazilian streamers, specialists in MFS and in other games as well.
The Flying Guardians platform can easily be scaled up and expanded to any other part of the world – all you have to do is select a new region to receive updated imagery.
First came the programming. Given the unprecedented nature of the project, it took months of trial and error before we were able to link the stream of near real-time imagery from cutting-edge satellites to the game.
Flying Guardians also includes a number of exclusive functions in the game, such as radio stations transmitting information, a tool for reporting incidents (which feeds straight into a Greenpeace database), an in-game shortcut for signing a petition and donating, and different themed planes.
The launch included a video and a suite of messaging in a variety of formats, and was boosted by 40-plus Brazilian streamers, specialists in MFS and in other games as well.
The Flying Guardians platform can easily be scaled up and expanded to any other part of the world – all you have to do is select a new region to receive updated imagery.
Results
By turning a game into a real-life environmental defense platform, Flying Guardians turned players into real-life environmental defenders.
This is an unprecedented change in gaming behavior.
Most games can bring awareness to real-world issues. But with Flying Guardians, the main goal is for users to have a concrete, real-world impact.
Gamers reported real threats to the authorities.
That's why the project spilled over, out of the gaming world. Journalists, researchers, teachers, environmental inspectors, and environmental influencers shared the project in the mainstream media and on social networks.
+325h of live streaming watched
+1800 players became Amazon protectors
2933 overall threats reported to the authorities (1096 illegal mining sites, 992 deforestation areas, 608 invasions of indigenous lands, 237 other)
(Greenpeace only) +30% donations and +240% petition signatures
75M earned Media (approximately)
This was just Flying Guardians’ maiden flight. This partnership between Planet LABS and Greenpeace will go worldwide soon.
This is an unprecedented change in gaming behavior.
Most games can bring awareness to real-world issues. But with Flying Guardians, the main goal is for users to have a concrete, real-world impact.
Gamers reported real threats to the authorities.
That's why the project spilled over, out of the gaming world. Journalists, researchers, teachers, environmental inspectors, and environmental influencers shared the project in the mainstream media and on social networks.
+325h of live streaming watched
+1800 players became Amazon protectors
2933 overall threats reported to the authorities (1096 illegal mining sites, 992 deforestation areas, 608 invasions of indigenous lands, 237 other)
(Greenpeace only) +30% donations and +240% petition signatures
75M earned Media (approximately)
This was just Flying Guardians’ maiden flight. This partnership between Planet LABS and Greenpeace will go worldwide soon.
2025 Awards
Total Points: 3
Merit
Credits
Agency
AlmapBBDO / Sao Paulo
Production Company
Vetor Zero / Sao Paulo
Music / Sound Production Company
Alma 11 11 Audio / Sao Paulo
Bari Filmes / Sao Paulo
Art Director
Felipe Paganoti
Victor Laars
Chief Creative Officer
Pernil .
Luiz Sanches
Copywriter
Igor Pontes
Rafael Reis
Creative Director
Deborah Vasques
Eduardo Vares
Director
Luiz Alberto Ferreira
Editor
Pedro Falcone
Executive Creative Director
Rafael Gil
Rodrigo Almeida
Agency Producer
Giuliano Springhetti
Executive Producer
Carla Brauninger
Account Team
Carol Anjos
Julia Newman
Approval - Greenpeace
Vivian Fasca
Ana Beatriz Siqueira
Luma Guerra
Jorge Oliveira
Amanda Kamancheck
Ana Andrade
Andressa Santa Cruz
Bianca Silva
Giovana Bianchi
Julia Santos
Nilo Davila
Rickson Figueira
Vinícius Oliveira
Approval - Planet Labs PBC
Marisa Johnson
Lauren Neville
Lina Torres
Ricardo Guerra
Chief Executive Officer
Filipe Bartholomeu
Developer
Anderson Pereira Lucas Silva
Executive Director
Alberto Lopes
Finishing
Lívia Portugal
Graphic Producer
Jose Roberto Bezerra
Marcos de Souza
Graphic Supplier
Tipograph .
Focos .
Head of Creative Technology
Lilian Cavallini
Head of Development
Rafael Nunes de Freitas
Head of Production
Diego Villas Boas
Motion
Luiz Alberto Ferreira
Bruno Ronzani
Music director
Diego Raso
Music Producer
Diego Raso
Post Production Coordinator
Tatiana Caparelli
Lívia Portugal
Project director
Márcia Guimarães
Project Manager
Luan Henriques
Thaís Lopes
Giovana Lucena
public relations
AlmapBBDO / Sao Paulo
Hum Comunicação
Giusti Comunicação
Special Projects
Carol Anjos
Júlia Cunha
Special Projects Coordinator
Julia Newman
Sr. Developer
João Vitor Machado
Technology
Brand Gaming / Sao Paulo
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