To The Last Tree Standing

Objective

Greenpeace Poland partnered with Ogilvy & Mather to combat illegal logging in the Bialowieza Forest, Europe's last remaining primeval lowland forest. The campaign aimed to mobilize young audiences and raise environmental awareness about deforestation threats to Poland's natural heritage, building support for expanded national park protections.

Solution

Created a 1:1 scale digital recreation of 700 km² of Bialowieza Forest in Minecraft, containing over 50 billion custom-placed 1 m³ blocks. Development took five months using satellite imagery mapped to 20-meter accuracy. Players explored the virtual forest as an interactive experience; the campaign peaked with Polish streamer Gimper's viral Twitch livestream to 10,000+ concurrent viewers where he attempted to restore the last remaining tree. Supporting touchpoints included 360-degree Facebook ads, photography exhibitions, documentary films, and gameplay sessions for school-age audiences.

Results

The campaign reached more than 10,000 simultaneous viewers on Gimper's Twitch livestream and generated petition signatures supporting Bialowieza National Park expansion. Logging in Bialowieza was halted following multiple concurrent efforts including front-line activism, media coverage, international pressure, and educational campaigning.