For over 20 years, the Lavazza Foundation has promoted economic, social, and environmental sustainability projects for coffee-producing communities worldwide.

With Deforestation Field, we aimed to help Lavazza reach the Gen Z - an audience that traditional media struggles to engage.

We leveraged Roblox—one of the most globally played gaming platforms—to raise awareness among younger generations about the importance of protecting the Amazon rainforest and the planet.

Since the 1980s, the “football field” has been used as a unit to measure deforestation, illustrating the issue’s vast impact.

We incorporated this concept into our project: a video game with real-world impact.

As players engaged with Deforestation Field, reforestation occurred both in-game and in Peru’s Madre De Dios region, where the Lavazza Foundation assists local communities.

With the involvement of streamers and celebrities like Giorgio Chiellini and Claudio Marchisio, Deforestation Field attracted over 570k players, reached 9.6 million gamers, and reforested over 43k football fields.

Not bad for a game, right?