Saatchi & Saatchi Credits:
Executive Creative Director EMEA - John Pallant
Nordic Executive Creative Director - Jason Mendes
Creative Director - Regner Lotz
Creative Team - René Schultz & Casper Christensen
Technical Consultant - Thomas Angelbo Christensen
Director of Global Creative PR - Lee Sharrock
Social Media Manager - Kiron Mair
Digital engagement director at Saatchi & Saatchi - Tim McLoughlin
UNMAS and Saatchi & Saatchi launch World’s First Playable Game of Minesweeper On Instagram
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. http://mineaction.org/unmas/
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.
Regner Lotz, Creative Director Saatchi: “Each day, 10 people are killed by a landmine. The big question for us was, how do we make a third world problem, a first world issue. Especially when we are all stuck with our heads down in our phones instead of paying attention to mainstream media?”
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.