Interactive ad: WWF - Public interest: #NoBuildChallenge

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To share its conservation message for Earth Day to the young audience who will inherit the planet, WWF France had to use unorthodox media and platform to catch this target where their conversations about climate change are happening. So not on traditional media, not on social media either… but in video games. Agency: We Are Social, France

Played by 250 Millions of players, Fortnite required them to find natural resources such as wood, stone and metal to protect themselves and survive. By creating a challenge forbidding them from using these natural resources, WWF was asking players to be heavily handicapped so they could understand the ecological challenges we face today.

Collaborating with e-sport team Solary in the inauguration of the challenge, the live stream of some of Fortnite’s biggest stars taking part in the challenge demonstrated how hard it is to survive in a world without natural resources.