Deforestation Field

Objective

Lavazza Foundation addressed the environmental crisis of Amazon deforestation—an estimated one million football fields worth of forest lost in 2022 alone—by launching an innovative campaign targeting young gamers. The objective was to raise awareness among Gen Z audiences about the scale of deforestation while simultaneously demonstrating how digital engagement could drive real-world conservation impact through direct reforestation efforts in Peru.

Solution

Deforestation Field was a virtual football game launched on Roblox, developed as the first football experience set inside a regenerating rainforest environment. Players explored the virtual forest, customized avatars with endangered-animal-themed football jerseys, and competed in matches. The core mechanic linked gameplay directly to real-world impact: every minute spent playing contributed to actual reforestation in the Madre de Dios region of Peru, where the Lavazza Foundation and partner organization Cesvi executed on-ground forest restoration. The game communicated that the Amazon loses forest equivalent to a soccer pitch every 20 seconds, making the deforestation impact tangible through both virtual and physical landscapes.

Results

The campaign received recognition at Clio Sports 2022, though the specific award level (Bronze vs. Silver) could not be verified due to conflicting information and access restrictions across award sources.