Creativity

This is how Minecraft is helping to repair real coral reefs in Mexico

When players head underwater in the new Update Aquatic, they can raise money for The Nature Conservancy in campaign via 215 McCann

By I-Hsien Sherwood. Published on Jun 28, 2018

Editor's Pick

For years, Minecraft fans have been able to build nearly anything they could imagine using the game's simple, low-res interface and 3D simulated environment. They killed monsters and crafted items, created replicas of the starship Enterprise and even built a working Verizon smartphone.

As of this summer, they're now able to develop under water with the release of Update Aquatic, an expansion to Minecraft capabilities that opens up undersea areas for exploration and populates the oceans with blocky swimming creatures.

Unlike their Minecraft counterpart, the real world's oceans are suffering, as pollution and climate change kill off sea life, especially coral reefs, which supply the infrastructure for some of the world's most biodiverse locations. Enter Coral Crafters, an idea conceived by 215 McCann that enlisted the Minecraft creators community to design a series of real-life sculptures meant to help regrow coral off the coast of Cozumel, Mexico.

Minecraft video creator LogDotZip designed three different pieces, one of which was selected by community to be built. Video creator StacyPlays and her fans were behind another design and students in Mexico landed the third spot, with help from creator Rabahrex.

215 McCann also partnered with The Nature Conservancy, triggering donations from Microsoft and Minecraft when players build coral or buy custom content in the game. The global campaign began running earlier this week. The Update Aquatic will be available on Xbox One, Windows 10, Nintendo Switch and mobile.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Most Popular

Credits

Date
Jun 28, 2018
Client:
Minecraft
Agency:
215 McCann
Production Company:
Strike Anywhere
Chief Creative Officer:
Scott Duchon
Creative Director:
Neil Bruce
Copywriter:
Andy Holdeman
ACD / Art Director:
Alper Kologlu
Animator:
Carson Bell
Director of Integrated Production:
Alex Spahr
Associate Producer:
Christina Chin
Director of Business Affairs:
Mary Beth Barney
Business Director:
Peter Goldstein
Senior Account Executive:
Sam Brody
Assistant Account Executive:
Robbie Kalish
Director of Strategy:
Brian Wakabayashi
Strategy Director:
Cassidy Wilber
Engineering and Fabrication:
Global Coral Reef Alliance
President and Founder:
Thomas Goreau, PhD
Vice President for Design, Power & IT:
Thomas Sarkisian
Project Management and Coordination:
Marcia Cristina Tessis
Local Subcontractor:
Qualti, S.A
Film Production Company:
Strike Anywhere
Director:
Michael Jacobs
Line Producer:
Adrienne Hall
Executive Producer:
Cori Cooperider
Underwater Footage:
The Jetlagged
Underwater Footage:
Hendrik S. Schmitt
Underwater Footage:
Claudia Schmitt
Editor:
Clayton Worfolk
Animator:
Tom Yaniv
Illustrator:
Rod Hunt
Telecine and Finish:
Mission Film and Design
Colorist:
Sean Wells
Flame Artist:
Mark Everson
Managing Director:
Matt Notaro
Original Music:
Robot Repair
Recording Studio:
One Union Recording
Mixer:
Joaby Deahl

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.