The Problem

Brief —

Increase the number of 18-30 years olds, interested in and active about environmental initiatives.

Solution —

For our audience, the prescribed programs designed to fix environmental issues, weren’t working. They were too hard, too boring and not rewarding enough.

So Auckland City Council, in partnership with EcoMatters, engaged us to create a new type of environmental organisation. One that was cooler, edgier and more engaging. One that spoke their language.

We called this organisation, The Problem, and invited them to participate in an integrated experiential campaign designed to assist them in recognising that they were part of the problem and that it was cool to do something about it.

We achieved this by creating a game in the form of an app, that mobilised people to assume the role of secret agents and execute missions that effected positive change.

In other words, we made effecting positive environmental change, fun.

Results —

  • We created a movement. 
  • 4,500 players. 
  • 6,500 environmental actions in the space of three months.
  • Environmental discourse increased on social media by 23.5%.
  • Environmental engagement quota increased by 15.2%.
  • 29.5 million reach.