WWF #NoBuildChallenge Non-profit WWF France
The Brief
The depletion of the earth’s natural resources is a major problem which humanity must fight against to save the planet and its inhabitants. Yet every year we continue to use more natural resources than the earth is able to offer.
Young citizens who will inherit the planet are determined to make their voices heard, but not all of them have the same awareness about the environment. WWF France decided to help them take action, but how to engage a young audience, notoriously difficult to reach with traditional advertising?
OUR INSIGHT
Video games are one of the main channels for conversation and creativity for Gen Z. And there is one game in particular, Fortnite, on which they spend an average of 6 to 10 hours each week. Fortnite best reflects the ecological issues of tomorrow: in-game, natural resources (wood, stone, metal) help players build and protect themselves from enemy fire, find shelter, move around the map and ultimately reach the Victory Royal.
The IDEA
We created the first eco-friendly challenge on Fortnite: the #NoBuildChallenge. The rule is simple: players must proceed through the game without exploiting any natural resources even though their opponents can still use them.
The challenge, which is difficult to take up, intrinsically carries WWF’s message: if we don’t change the rules, we won’t survive. And without natural resources, it’s hard to stay alive.
The #NoBuildChallenge campaign was kickstarted on the Solary Twitch channel, one of the biggest French pro-gaming teams, before being shared on Youtube. More gamers followed suit, creating a snowball effect.
RESULTS
ENGAGING BEYOND THE GAME
Over one week and without any media investment, the #NoBuildChallenge generated 1.5 millions views on YouTube.
DRIVING PARTICIPATION
#NoBuildChallenge was the number on trending topic on YouTube Gaming France on launch day, with hundreds of young streamers taking up the challenge.
CONTRIBUTING TO THE CAUSE
Solary loved the ecological challenge so much that when they took part in Fortnite world cup, they gave away their 1M$ win to WWF France.
