Lavazza Foundation - "Deforestation Field" by PHNX Awards 2023
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| Title | Deforestation Field |
| Agency | We Are Social |
| Campaign | Deforestation Field |
| Advertiser | Lavazza |
| Brand | Lavazza Foundation |
| Date of First Broadcast/Publication | 2022 / 5 |
| Product | Lavazza Foundation |
| Business Sector | Coffee, Tea, Chocolate Drinks, Breakfast Drinks |
| Story | INTRO The "football field" was established as the unit of measurement used to calculate the scale of deforestation and provide a visual representation of just how big the problem was. Nowadays the problem is even bigger. PROJECT DESCRIPTION Football video games are among the most played in the world. Last year so many football fields appeared in the Metaverse: clubs, brands and even the World Cup Organization created their own fields, capturing the attention of the media. But while these virtual worlds are on fire, the real world is on fire too. In fact, in 2022 more than one million deforested football fields appeared in the Amazon Rainforest and nobody noticed. In order to raise GenZ's awareness on the problem Lavazza Foundation, which is committed to the conservation of the planet, launched Deforestation Field on Roblox. The first football game in a virtual rainforest, that actually reforested the real Amazon Rainforest. The game was launched on the International Amazon Day. Gamers could explore the virtual forest, personalize their avatar with football jerseys inspired by the animals in the Amazon at risk of extinction, play matches in the football field and above all give tangible support to the Lavazza Foundation. Because the more they played, the more the field was reforested: both in the game and in the Madre De Dios region of Peru, where Lavazza Foundation is helping the local communities to reforest their land. |
| Media Type | Digital |
| Length | |
| Executive Creative Director | Alessandro Sciarpelletti |
| Executive Creative Production Director | Daniele Piazza |
| Creative Director | Paulo Gonzalez, Mattia Lacchini |
| Senior Creative | Lorenzo Canazza, Antonio Mitra |
| Creative | Francesco Ravelli |
| Senior Art Director | Stefano Summo |
| Art Director | Paolo Palazzo, Luigi Muraro |
| Editorial Supervisor | Alessandro Romeo |
| Senior Editor | Federica Mordini |
| Head of Client Services | Miguel Lima |
| Senior Account Director | Luca Temporelli |
| Account Manager | Camilla Beghi |
| Senior Account Executive | Andrea Dagoberto Belloni, Silvia Appiani |
| Writer | Maneh Kocharyan, Federica Camilloni |
| Innovation Director | Luca Della Dora |
| Influence Marketing Manager | Edoardo Cioli Puviani |
| Influence Marketing Specialist | Sofia Sarcina Di Fidio |
| Technology Director | Simone Scremin |
| Technology Supervisor | Cristian Schirru |
| Video Editor | Dario Sepe |
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