Coral Crafters.
A Minecraft community activation
Challenge
10 years after Minecraft first launched, its in-game ocean was empty and pointless. We had to get players excited about Minecraft finally populating it.
Idea
As Minecraft was adding marine life, our planet was losing it. So we turned a software update into a hardware update for Earth itself.
Execution
Empower the community to restore real coral reefs and rebuild the world they’ll inherit, using only their Minecraft skills.
Credits
CD: Neil Bruce
AD: Alper Kologlu
Producer: Alex Spahr
Director: Mike Jacobs
Awards
2019 / Webby Awards Winner / Corporate Social Responsibility Campaign /
2019 / Effies / Silver / Small Budgets
2019 / Effies / Silver / Entertainment & Sports
2019 / D&AD & Cannes Shortlist
2018 / Clio Entertainment / Grand / Social Good
2018 / Clio Entertainment / Gold / Innovation