Neste Digital, Case study Educycle - Climate Change Gamified [image] by TBWA\ Helsinki

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Educycle - Climate Change Gamified [image]

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Industry Online Game, Environmental & Animal Issues
Media Digital, Interactive & Mobile, Case study
Market Finland
Agency TBWA\ Helsinki
Creative Director Steve Brown
Art Director Carlos Pizarro
Copywriter Ville Ohtonen, Kaari Koskela
Designer Daniel Julier, Umberto Onza
Producer Iman Chellaf
Released January 2017

Awards

Eurobest Awards 2017
Creative Data Data Visualisation Bronze Eurobest

Credits & Description

Client: Neste
Product (Service): Renewables
Agency: Tbwa\helsinki, Finland
Entrant: Tbwa\helsinki, Finland
Idea Creation: Tbwa\helsinki, Finland
Media Placement: Vizeum Helsinki, Finland
Pr: Miltton Helsinki, Finland
Production: Tbwa\helsinki, Finland
Production 2: Fake Graphics Helsinki, Finland
Business Director: Iikka Maunumaa (Tbwa\helsinki)
Creative Content Strategist: Janni Widerholm (Tbwa\helsinki)
Creative Director: Steve Brown (Tbwa\helsinki)
Copywriter: Ville Ohtonen (Tbwa\helsinki)
Art Director: Carlos Pizarro (Tbwa\helsinki)
Copywriter: Kaari Koskela (Tbwa\helsinki)
Technology Director: Juhana Hokkanen (Tbwa\helsinki)
Project Manager: Noora Murremäki (Tbwa\helsinki)
Production Designer: Heidi Aalto (Tbwa\helsinki)
Project Manager: Noora Ranta (Tbwa\helsinki)
Designer: Umberto Onza (Tbwa\helsinki)
Producer: Iman Chellaf (Tbwa\helsinki)
Designer: Daniel Julier (Tbwa\helsinki)
Account Director: Aku Vehmersalo (Vizeum)
Media Manager: Minna Anderson (Vizeum)
Content Manager: Heli Ruotsalainen (Vizeum)
Media Manager: Sara Tossavainen (Vizeum)
Media Manager: Ada-Maria Wäck (Vizeum)
Brand Director: Osmo Kammonen (Neste)
Communications Director: Kaisa Lipponen (Neste)
Communications Director: Susanna Sieppi (Neste)
Marketing Director: Sirpa Tuomi (Neste)
Marketing Manager: Hanna Vuorenlehto (Neste)
Planner: Elina Lammintausta (Neste)
Marketing Manager: Paula Isopahkala (Neste)
Synopsys:
The Campaign
Neste had noticed that not many understand climate change thoroughly or comprehend the direct and indirect effects that human choices have on the environment. To change things, we decided to gamify the data generated by thousands of climate studies conducted by the IPCC and compare it to the objectives of the Paris Climate agreement.
The outcome was EduCycle: world's first augmented reality game that teaches about climate change. With EduCycle, children and adults alike can see how human choices affect the environment in real-time and learn how climate change works. The goal of the game is to learn how climate change can be tackled by making choices that meet best with the targets of the Paris Climate Agreement.
However, since the game has been created for educational use, it can also be played with different objectives. It can be used to demonstrate the results of excessive power production or to compare the environmental effect of alternative choices such as fossil aviation and renewable aviation.
The game also features a barometer that demonstrates how realistic the players’ choices are from the society’s perspective; people need food, energy and fuel to live their everyday lives. So how to find the perfect
Finland is the very top performer in the Program for International Student Assessment (PISA), an ongoing study administered every three years that tests the reading, math and science literacy of 15-year-olds in developed nations. The national core curriculum is drawn up by the Finnish National Agency for Education. Despite this, hundreds of schools globally applied and requested the possibility to include EduCycle in their curriculums and use it to teach about climate change.
Now schools in 11 countries, hundreds of students, are learning about climate change with EduCycle. During the summer, the game was also on show at a science museum in Finland where kids and visiting classes played it and did their part in tackling climate change with their parents and teachers. The result of that is naturally valuable but immeasurable. The knowledge that students gain by being able to see how their choices affect the environment is the biggest impact of EduCycle. EduCycle triggers conversations around climate change and the alternatives that are already available today. The more future decisions understand climate change, the more positive change is expected.
Climate change cannot be tackled in the long run if the decision makers of the future – the children of today – don’t understand it. However, climate change data and environmental effects are incredibly complex, even for adults.
To make climate change comprehensible for everyone, we gamified it. We created EduCycle, an AR game that combines the data of thousands of climate studies collected by the Intergovernmental Panel on Climate Change(IPCC) and compares it to the objectives of the Paris Climate agreement.
Creating an interactive and understandable way of presenting complex climate change data is now enabling us to teach
Data from thousands of climate studies by the IPCC was gathered and processed to create the game. EduCycle’s gaming pawns represent represent 100% of the global greenhouse emissions. If the players use each of the building blocks once during the 27 turns, they have created a world that depicts the world today, with current carbon dioxide or carbon equivalent emissions according to the IPCC and WRI data. Each category represents the biggest contributors – such as cars and airplanes represent transportation. Transport makes up for 14% of global emissions, so the emission are divided between the transportation related game pawns. Similar division is made for each industry and choices are compared to targets set in the Paris Climate Agreement. The agreement and the players in the game have to meet approximately a 20% reduction within the played time in order to avoid a +2’C temperature rise over preindustrial levels. In other words, the game result is good if the Paris Climate Agreement target levels are met, or the carbon emission are below the target level.