Playing for the Planet
UNEP's Playing for the Planet
Mobilising millions of gamers for nature
The project in a nutshell
We partnered with the UN Environment Programme supported initiative Playing for the Planet to create the campaign strategy and creative direction for its annual Green Game Jam 2025. Grounded by behavioural insights and gamer psychology, we developed a campaign to enable Playing for the Planet and participating gaming studios to drive mass global participation and player engagement on nature.
- Campaign strategy
- Messaging
- Creative direction
- Creative asset development
- Website design
The challenge
At a time when sustainability messaging can often struggle to cut through, Playing for the Planet needed a campaign that could unite and inspire one of the most diverse global audience on the planet: gamers.
With over 3.4 billion players worldwide, the challenge was to develop a campaign message and visual identity that would resonate universally while still feeling authentic to the platforms and studios sharing it. A crucial element of our brief was to encourage gamers to share a message to world leaders explaining why they cared about nature, without the ask feeling overly political.
Our approach
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1INSIGHTS
We analysed gamer segments to focus the campaign on shared attitudes, motivations, and emotional drivers.
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2MESSAGING
We built a unifying narrative and key messaging that bridges gaming culture with nature protection. -
3CREATIVE DIRECTION
We developed the campaign visual identity and art direction. -
4ASSET CREATION
We developed campaign assets, including front end website design.
The solution
We created the campaign All In For Nature, as a unifying call to action that reframes nature protection as a collective challenge that gamers are uniquely positioned to lead. Grounded in themes of teamwork, strategy, and shared worlds, the campaign invited players to join forces and show that the global gaming community cares deeply about nature.
The result was a compelling, emotionally resonant campaign that studios could share proudly, and that players around the world could relate to.
Interested in how we could help you? Let’s talk.