A Playable Fortnite Map Where Trees Decide If You Survive
Role
Art Direction
Client
ALJ Saudi Arabia
Agency
Serviceplan Middle East
01. The Project
In a world rapidly shifting to digital, new generations may not be as aware of global issues as we'd hope. To foster that awareness, we brought a pressing problem into their environment, making it more accessible and relevant. That's why we created The Treeless Map.
Developed to raise global awareness about climate change, Treeless Map engages players in a unique gaming experience where trees are essential for success, a reminder of their critical role in sustaining life. First launched at the 2024 Esports World Cup in Saudi Arabia, the game is now available globally, inspiring players everywhere to value and protect our natural environment.
02. The Experience
Inside the map, players confront the consequences of deforestation directly, broken landscapes, disappearing resources, a world where survival depends on what's been protected, not just what's been built.
04. Impact & Press
Within the first 24 hours, the campaign generated over 1 million impressions and added 24,000 new followers to Jameel Gaming's Instagram. Karim Mroueh, Head of Digital and Innovation at Serviceplan Group Middle East, said the goal was to "turn gaming hours into learning hours."
The campaign was covered by Campaign Middle East, LBB, The Times of India and Festival of Media Global.
03. Recognition
The campaign was recognized across regional and international award shows.
🥇 Best Sustainability Campaign
🥈 Best Campaign for the Future of Saudi Arabia
🥈 Best Environmental Campaign
🥇 1x Platinum
Client: ALJ Saudi Arabia
Agency: Service Plan Middle East
Creative team: Saleh ElGhatit / Sameer Suri / Tino Najera / Helmi Abdalhadi / Hussein Jaber
Creative Direction: Karim Mroueh
Art Direction: Tino Najera
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