The Lavazza Foundation, established in 2004, has one goal: the development of sustainable entrepreneurship that generates the consequent improvement of the living conditions of the entire community. It focuses mainly on production diversification and reforestation, to promote ecosystem conservation.

Lavazza Foundation, together with Cesvi Onlus and the Peruvian Ministry of the Environment, is helping the local community in the conservation of the existing forest heritage and in the reforestation of a vast area in the heart of the Peruvian Amazon rainforest: the Madre de Dios region.

The problem is that a lot of young people don’t know anything about it. Deforestation is not an appealing topic for young people.

We created the first deforested football field in a virtual rainforest that actually helps the real Amazon Rainforest.

On the International Amazon Day Lavazza Foundation showed its commitment about sustainability and raised awareness about its Amazon reforestation projects launching Deforestation Field on Roblox.

The strategy was to make young people aware of the problem of deforestation, take part and at the same time learn about the work that Lavazza Foundation has been doing in the Peruvian Amazon Rainforest.

For this reason we created a video game on Roblox, where young people are used to playing and interacting with each other. In this way the brand could show its commitment in an interesting way for young people.

The more people play in it, the more it gets reforested. Both in game and in the real world.

Gamers played matches, explored the virtual area, interacted with each other, discovered and supported the Lavazza Foundation reforestation project in the region of Madre de Dios in Peru. With real trees. Not in 3D.

We launched Deforestation Field on September 5 (International Amazon Rainforest Day) in USA, UK and Italy.

The launch has been amplified with Twitchers and famous football players who played the match against deforestation with us.

MORE THAN 271K PLAYERS ON THE FIRST TWO WEEKS

59M IMPRESSIONS

4.8M VIEWS

9K COMMENTS