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A Serious Game

The World Cup in South Africa is drawing closer and closer, and it would be reasonably to assume the more and more projects and campaigns will contain elements of football. Last month Y&R Buenos Aires created an event containing elements of the football, but has a far more serious message about the environment.

The vast majority knows about the intense cutting down of trees in the rainforest. Some might say that the worlds “lung” is slowly being punctured, just to make people visualize the importance of the fact.

It is still hard to imagine the sheer magnitude of how much forest actually disappears every year or e.g. every day. The task was to illustrate how much forest that is cut down – so we all have a reference.

Y&R collaborated with the environment organization Sólo un Planeta (Just one Planet), when an entire football pitch was covered in tree stumps during a half time. More than 40.000 people were in the stadium, and over a million people saw the event on television. Even with distance between the tress it still give you a good understanding of how much wood. If you want numbers we can tell you that every year 14.000.000 football pitches of forest is being cut down – that’s one pitch every 2 seconds.

We hope that this initiative will help put things in perspective.