Launching our own brand, we got gamers to fall back in love with nature IRL with seed packs to grow plants from their favourite games. Literally, making them “touch grass”. Partnering with the award-winning MMORPG Guild Wars 2 who have an estimated 19M subscribers with 825K playing daily. Briefed as part of The Agency For Nature, we encouraged young people to connect with nature in order to combat effects of climate change.
Made with Aleksandra Atanasovski
Presented at BBC: Earth Week
Showcased at D&AD talk
Mashable short documentary + interview
Aired on US radio TheWorld
The first seed packs to grow plants from your favourite games in real life. Edition 1 features 3 plants exclusively found in the world of Tyria from
The packs + soil cards
Each delivery of seeds includes a recyclable sachet with instructions, plus an ability card that can either be kept as a collectible or turned into a soil card. Featuring their real life benefits and special abilities in the game as they mirror the in-game and IRL counterparts.
Motion and 3D: Mark Gilligan + Manuel Martín Gavilán
Pack and logo: Ananya, Kyle and Johnny from NOT WK
Photography: Aleks + Sofija Vujanic
We coded and designed the website ourselves, with interactive assets to make you discover where to find the plant IRL and in Tyria.
Nature walk on Twitch
To launch our brand, we coordinated an in-game Nature Walk to forage for the plants and promote SeedSaga. Co-hosted by the Twitch variety streamer @littlebunny_x and the wildlife TV presenter, author, activist and co-founder of the birdwatching collective, "Flock Together" Nadeem Perera where we bridged the gap between the digital and real world.
Showcasing at BBC: Earth Week, D&AD and W+K Exhibition
The campaign was selected to be presented and interviewed at the BBC in front of producers and journalists as part of Earth Week. Along with a Showcase with D&AD to hundreds of nature activists, environmentalists, journalists and creators in the ad industry. And an exhibition in the heart of Shoreditch to show the seeds IRL amongst their plant counterparts.
🌱 Behind the scenes 👉
✨ Turning our drawings into life ✏️
Mashable short documentary + interview
Press
https://www.itsnicethat.com/news/glimpse-purpose-disruptors-agency-for-nature-advertising-140224
https://adage.com/creativity/work/seedsaga-bridges-virtual-world-and-introduces-gamers-world-botany-irl/2542451
https://www.mmobomb.com/news/guild-wars-2-would-like-you-to-go-out-touch-some-grass
https://mashable.com/video/plants-seeds-video-game-guild-wars-2-seedsaga
https://www.reddit.com/r/Guildwars2/comments/1bz9f36/game_grow_and_touch_grass_no_literally_go_touch/
https://www.reddit.com/r/Guildwars2/comments/1c28ud1/you_can_now_buy_guild_wars_2_branded_seeds/
https://www.reddit.com/r/Guildwars2/comments/1c2k1ra/i_received_a_letter_from_tyria_for_my_irl_home/
https://www.rockpapershotgun.com/there-are-gamer-branded-flower-seeds-now-thank-you-guild-wars-2
https://massivelyop.com/2024/04/14/guild-wars-2-players-can-now-game-grow-and-touch-grass-with-officially-licensed-plant-seeds/
https://www.creativereview.co.uk/agency-nature-advertising-campaign/
https://www.lsnglobal.com/article/view/30510
https://www.marketing-beat.co.uk/2024/02/12/agency-for-nature-valentines/
https://www.lbbonline.com/news/the-agency-for-nature-unveils-5-campaigns-to-help-new-generation-fall-in-love-with-nature