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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.

Presented at the BBC as part of Earth Week 
Presented at a D&AD showcase

Mashable short documentary + interview

SeedSaga
seedsaga

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 

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SeedSaga

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.

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Packs
SeedSaga
SeedSaga

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.

SeedSaga

D&AD showcase + Window exhibition

Presenting the journey and brand development of SeedSaga to hundreds of nature activists, environmentalists and creators in the ad industry. Along with an exhibition in the heart of Shoreditch to show the seeds IRL amongst their plant counterparts.

 🌱 Behind the scenes 👉

✨ Turning our drawings into life ✏️

SeedSaga
SeedSaga window
SeedSaga
SeedSaga

Mashable short documentary + interview

Press

Article
reddit
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itsnicethat
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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.campaignlive.co.uk/article/glimpse-purpose-disruptors-agency-nature-wieden-kennedy-partnership-amplify-leo-burnett-oliver/1861194

https://www.mmorpg.com/news/nature-campaign-encourages-guild-wars-2-players-to-grow-and-touch-grass-2000130512

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://creative.salon/articles/work/the-partnership-leo-burnett-glimpse-and-purpose-disruptors-agency-for-nature

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

https://earlygame.com/news/gaming/mmorpg-magic-for-your-home-grow-your-favorite-guild-wars-2-plants-in-your-garden

https://wiki.guildwars2.com/wiki/Merchandise

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