The Treeless Map.
A custom Fortnite map with every tree removed. Trees give players the wood they build with, so the map makes them play through what deforestation takes away.
- Brand
- Jameel Motorsport
- Agency
- Serviceplan / Serviceplan Arabia
- Market
- Saudi Arabia
- Region
- Saudi Arabia
The challenge
Serviceplan's Karim Mroueh: 'To align with Saudi Arabia's climate goals – and Jameel Motorsport's commitment to that vision – we wanted to turn gaming hours into learning hours.' The campaign set out to reach young people, who it says spend an average of 22 hours a week on platforms like Fortnite, with a message about deforestation (Campaign Middle East).
The idea
In Fortnite, trees supply the wood players use to build and protect themselves. The Treeless Map removes them, forcing players 'to adapt to a harsher landscape, reflecting the real-world consequences of environmental destruction', and carries the campaign's figure that 2,400 trees are cut down every minute. It drew new followers to the Jameel Gaming Instagram account; Campaign Middle East notes it is not sponsored or endorsed by Epic Games.
Results
- More than 1 million impressions and 24,000 new followers for Jameel Gaming's Instagram in the first 24 hours, according to Campaign Middle East's report of the brand's figures
Case study source: Campaign Middle East Source ↗
Awards
- Athar Festival Awards 2024Best Campaign for The Future of Saudi ArabiaHighly Commended
- Athar Festival Awards 2024Best Sustainability CampaignWinner
- Athar Festival Awards 2024Best Environmental CampaignHighly Commended
Credits
- Serviceplan
- Karim Mroueh
