Brief: Inspire a new generation to understand that we all have an impact on our planet and an effect on its health.
Insight: Children care more about their digital worlds more than our real world.
Strategy and Idea: Hijack Minecraft, the game with over 100 million players, to teach kids about the importance of conservation.
CW: Mayra Núñez
Starting on April 15, a week before the Minecraft convention, Minecon, we release an auto-update that hijacks everyone’s games with a glitch.
We prevent magical trees from shooting up and slowly, but surely, we make their digital worlds behave closer to our real world.
We expect their rage to congregate online, like in forums, Reddit & Facebook. Millions of players around the world would demand answers, but all they’ll get is silence.
Then a whole week later, at Minecon, in front of over 15,000 visitors and millions of streamers, we’ll finally address the issue.
Revealing that the Digital Doomsday was our way of raising awareness to the destruction we all unknowingly cause to our planet.
And announce that The Digital Doomsday is forever doomed to repeat itself, unless we all act now and help out. Teaching kids about the importance of conservation.
And that we should love our world, both the digital and the physical.