VMLY&R Brazil has won two GOLD in Entertainment for their campaign Greenpeace: Los Santos +3º in the categories Entertainment – Brand Integration for Games, and Entertainment for Sport – Gaming.
The campaign also took home Silver in Entertainment – Innovation in Branded Content, and Bronze in Radio & Audio. And four more shortlists.
To engage young people to fight climate change, Greenpeace needs to make them realize the real consequences of it. But how? The answer was in a very unexpected place: GTA online.
Los Santos, the land of the well-known game, is an immersive replica of Los Angeles. It’s a perfect real-life simulator made with thousands of hours of actual city footage. And guess what? It has online servers with open-source code.
In partnership with their own scientific team, Greenpeace used real future predictions to develop Los Santos +3°C.
The agency created an entire metaverse half underwater, afflicted by heat, drought, air pollution and a full-blown economic crisis, with climate refugees and many other real challenges.
To launch the immersive experience, 50 top Brazilian streamers played it live for an entire week. Soon, millions of followers did the same. This interplay of entertainment and information inspired action in millions of GenZ, achieving an unprecedented engagement against climate change. Watch the Los Santos +3º case study below:
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“Game is the new language of the youth and this project was very powerful at generating awareness among this target in Brazil. We are glad that the initiative is resonating at an event as important as Cannes Lions, and inspiring more people and brands to embrace the environmental cause,” shares Laura Leal, engagement manager of Greenpeace Brazil.
The results are:
- More than 340% increase in petition signatures
- 40% increase in donations
- 30M in earned media coverage
- ·8 million-plus minutes of climate change content watched by GenZ
- More than 450 hours of live streaming in the first week
“The future of the planet depends on our current behavior and on engaging the new generations with environmental issues. Los Santos +3 is about that. We created the most immersive climate change simulator ever so the youth could feel the impacts of global warming in the meta reality. It resulted in 450 hours of climate change broadcasted by top Brazilian streamers, uncountable hours of gameplay, and an increase of 340% in Greenpeace´s petition signatures. So far, it has also resulted in three Cannes Lions (2 Gold and 1 Bronze), and we are thrilled to see this work celebrated by the Cannes Lions community,” adds Rafael Pitanguy, CCO – VMLY&R Brazil
The VMLY&R Brazil team had incredible momentum at Cannes 2022, also winning a Silver Lion in Health & Wellness on Monday for Amaro “The Virtual Nodule. And a bronze in Print & Publishing for Athos “The Real Problem.”
