Brand: UNMAS
Media: Online
Category: Public Interest, NGO
Agency: Saatchi & Saatchi
Geo: Denmark
UNMAS: Minesweeper
Advertising Agency: Saatchi & Saatchi, Denmark
Executive Creative Director: John Pallant
Nordic Executive Creative Director: Jason Mendes
Creative Director: Regner Lotz
Creatives: René Schultz, Casper Christensen
Technical Consultant: Thomas Angelbo Christensen
Director of Global Creative PR: Lee Sharrock
Social Media Manager: Kiron Mair
Digital engagement director Saatchi & Saatchi: Tim McLoughlin
Saatchi & Saatchi and UNMAS (United Nations Mine Action Service) joined forces to commemorate United Nations International Day for Mine Awareness and Assistance in Mine Action on 4 April. After uploading over 1,700 photos, each tagged specifically to more than 100 profiles, UNMAS and Saatchi & Saatchi Denmark have brought back one of the most loved games in history. But with a surprising twist: The game turns out to be a promotion for the United Nations Mine Action Service. The result was @Minesweepergame: A fully playable version of the classic game Minesweeper, reinterpreted for the Instagram generation. The game is played on the platform where people in the first world are living their normal life. Until BOOM! The @Minesweepergame surprises with a powerful message. A simple idea, but not quite as simple to execute.