ANGRY BIRDS x EARTH DAY
 

Angry Birds, while popular across various age groups, was perceived as too young and needed to appeal to a more mature audience, incorporating sustainability initiatives into its long-term strategy.

TASK: I was tasked with developing sustainability-focused initiatives that could be integrated into both in-game experiences and social media campaigns as part of the brand's "aging up" strategy.

STRATEGY

• Worked closely with the Chief Sustainability Officer to align on broader sustainability goals for the brand, leading workshops with the sustainability and game development teams to gather insights and co-create ideas.

• Data-Driven Insights: Researched sustainability data, highlighting that 90% of seabirds have ingested microplastics, which informed the campaign's creative strategy by illustrating the impact on real birds.

• Big Idea: “Birds Helping Birds”: Developed a campaign around this concept, using Angry Birds characters to raise awareness about plastic pollution, linking it to the “Anger for Good” platform.

• EarthDay Collaboration: Partnered with EarthDay to enhance the campaign's credibility and reach, delivering educational messages through respected environmental organizations.

• Visual and In-Game Integration: Created visuals of Angry Birds trapped in plastic to evoke emotional impact, with the campaign extending across three games and live ops events focused on plastic waste.

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MAIN RESPONSIBILITIES:

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• Brand Platform and Campaign strategy

• Communication strategy

• Campaign planning

• Communication with Earth Day

• Managing internal creative agency

• Liaising with AB game teams

• Stakeholders presentation

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RESULTS

The campaign got picked and featured by news websites like PocketGamer, Ads of The World and The Drum