'To The Last Tree Standing' was a Unique Ecological Mission
Justin Lam — January 23, 2018 — Tech
References: thelasttree.media & adweek
Greenpeace recently launched its 'To the Last Tree Standing' campaign and instead of traditional advertising, it turned to video games as a solution. The campaign was launched to save the Białowieża Forest, Europe's last lowland primeval forest located in Poland, and utilized the creative world of Minecraft to show players how devastating the loss of the forest could be. To accomplish this, Greenpeace used satellite and paper maps of the forest to rebuild a 1:1 scale model of the forest in the video game. This included over 7 million custom-designed trees, a day and night cycle and even weather effects. In total, the completed map was over 19 gigabytes.
To the Last Tree Standing quickly became a hit with Polish gamers as major video game streamers influenced the campaign through their promotions. The campaign began by allowing players to explore the lush and beautifully rendered forest, before removing all the trees. Without any notice, Greenpeace deleted all the trees from the map, save for one, and tasked players with finding the last tree. This stark uninhabited world shocked players that explored the forest, so much so that logging in the Białowieża Forest is not longer happening.
To the Last Tree Standing quickly became a hit with Polish gamers as major video game streamers influenced the campaign through their promotions. The campaign began by allowing players to explore the lush and beautifully rendered forest, before removing all the trees. Without any notice, Greenpeace deleted all the trees from the map, save for one, and tasked players with finding the last tree. This stark uninhabited world shocked players that explored the forest, so much so that logging in the Białowieża Forest is not longer happening.
Trend Themes
1. Video Game-powered Conservation - The use of video games as a medium for promoting and raising awareness about environmental conservation efforts.
2. Experiential Environmental Education - Creating immersive experiences through video games to educate and engage individuals in environmental issues.
3. Influencer-driven Environmental Campaigns - Leveraging the influence of video game streamers and influencers to amplify environmental advocacy and outreach.
Industry Implications
1. Environmental Education - Developing educational content and platforms that utilize video games to teach about environmental conservation.
2. Video Game Development - Opportunity for video game developers to partner with environmental organizations to create impactful gaming experiences with a social cause.
3. Digital Marketing and Advertising - Exploring innovative ways to integrate video games into advertising campaigns to create memorable and impactful brand messages.
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