The World’s most
Pixelated Green Movement
Client
AFoCO(Asian Forest Cooperation Organization)
Credit
Art director: Wooduck Ki
My Role
Copywriter
Award
Canne Young Lions Korea Competition - Bronze
AFoCO
Planting Blocks
AFoCO wanted to bring young people involved in reforestation, who often feel disconnected from this issue. But planting trees in real life can feel like someone else's problem. And we found some irony. Many young people already plant trees every day. Just in Minecraft.
So we imagined a Minecraft world where all tree blocks stopped working on Arbor Day. To keep playing, players would need the AFoCO PLANTING BLOCK. Through streamers and in-game events, these blocks would reveal threats to forests across Asia and turn gameplay into real tree donations. Connecting a generation's virtual planting habits into a way to help real forests.
In MINECRAFT
Wood Block is the Essential.
Minecraft is a favorite among younger gamers,
with over 155 million monthly active players.
But in this world, wood blocks are more than just another resource. It’s essential for the game experience. Players can chop down trees, use the blocks freely, and regrow them by planting saplings—making wood easy to harvest, consume, and replace.
Our idea to raise awareness of reforestation was simple. Make trees in Minecraft grow at the same pace as they do in real life.
01.
Tree Blocks
grow on
Real-World Time
On Arbor Day, ordinary saplings on the campaign server grow at real-world speed. A timer shows the years it takes to replace a felled tree. On an AFoCO Planting Block, saplings grow at Minecraft speed.
02.
World Quest
Replant the Server
Streamers invite players to replant a forest cleared for timber. For every 1,000 saplings planted on AFoCO blocks, AFoCO pledges to plant one real tree.
03.
OOH - Street Trees
at the Planting Block
We also wrap the bases of street trees in planters shaped like the in-game AFoCO Planting Block. These outdoor ads bring the campaign into people’s daily lives with a simple reminder to replant what we cut down.
04.
The Merch Blocks
A physical planter merch modeled on the in-game block lets players buy & grow a seedling at home. Proceeds from sales income as donation for an
AFoCO’s reforestation business.
“
AFoCO, Planting Seeds of Change with Minecraft and the Next Gen
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Minecraft's Block Ignites Next-Gen for Reforestation
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How Game Content Become A Catalyst For Reforestation
“
One Block,
literally change the game.