THE LAST TREE

Białowieża Forest is the only surviving lowland forest of natural character in our part of the world. This unique place on a global scale deserves respect and care. Here is a digital copy of it. From now on, everyone, without leaving home, can visit the Białowieża Forest and fall in love with its groves, pines, swamps, streams, ponds.

Target

Increasing awareness of the existence and importance of the Białowieża Forest among young people, fundraising for the so-called Forest Patrols co-organized by Greenpeace.

Realization

An extremely effective and spectacular invitation for young audiences to get acquainted with the problem turned out to be the creation of a virtual copy of the Białowieża Forest built 1:1 in the popular game Minecraft. As part of the campaign, we transferred the real problem of the Białowieża Forest to the virtual world, so that it would be more accessible to the younger target group and understandable to everyone. Thirteen entities were involved in building a “virtual copy” of the Białowieża Forest pro bono. It took the developers three months to build the map. The virtual version of the forest occupied about 700 km2, and its world was built on a scale of 1:1. Each block in the game occupies 1m3, and the entire map was built with more than 50 billion such blocks. The developers planted 7 million trees on it, including 40 projects unique to the forest species. Among the influencers involved in the action were: Zakreble, GilathissNew, RoxMB, Mattyniu, Flothar, Manoyek, CraftCast, Undecided, GamerSpace. Minecraft served as a platform to capture the hearts and emotions of young people — but the whole thing did not take place around the game, but the endangered forest.

Findings

One of the biggest effects of this campaign was the completion of the collection of 170 thousand signatures, which Greenpeace used as an argument against the logging of the Białowieża Forest. Influencers' content was viewed 2,954,510 minutes, which gives a total of more than 5 and a half years! The biggest Polish and foreign media wrote about the campaign, and its flagship message that environmental protection is cool and non-political kidnapped hundreds of thousands of people.

Entities involved in the creation of the campaign:

Ogilvy x Greenpeace

AIA ASE Pictures

AMP Poland

Expresso Post Production

Facebook Creative Shop

Gameset

Geoboxers

LifeTube

Pleq “Bartosz Dziadosz”

Rockon

SHOOTME Visual Artists

Sounds Good