Farmageddon: The world’s first online drought hits Farmerama

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Farmageddon: The world’s first online drought hits Farmerama

Wednesday, 17 April 2013 – Saatchi & Saatchi Frankfurt partners up with online farming game Farmerama by Bigpoint to help the UN call attention to real-life water problems on World Water Day.

Frankfurt 22nd March 2013 – Everything was fine until the 22nd of March 2013, when the drought disaster hit more than 45 million online farmers around the world who opened their accounts on Farmerama.

The fields are dry, the grass is brown, the animals’ tongues are hanging out for lack of water, and every farm is a catastrophe. Everything that was carefully planted and long cultivated and cared for has fallen victim to the first online global drought. What now?

The initiative by Saatchi & Saatchi Frankfurt for World Water Day aims to help the UN Water and the Ending Hunger Movement of FAO (United Nations Food and Agriculture Organization) call attention to water scarcity and the problems of real life farmers around the world.

Online farmers are given the choice to carry on playing, or to help end the virtual drought by passing on the message or making a donation for low-cost pumps, water tanks, tubing and other supplies for poor farmers.

The campaign for World Water Day impacts not only online farmers, but a much wider audience as it can be shared on Facebook. Donors can also make a contribution on the dedicated microsite: www.farmageddon.eu. All donations received are passed directly to FAO to finance practical help for farmers in developing countries.

The shock hitting Farmerama’s online farmers on World Water Day is experienced every day as a gruesome fact of life by real farmers living in regions of the world plagued by erratic rainfall. The aim of “Farmageddon – the first online global drought” campaign is to communicate precisely this feeling in a relevant and unexpected way to an online community mainly made of a rich western audience not used to having to deal with problems such as water shortage. And, in turn, intensify awareness of the meaning of water as an essential natural resource for humanity and generate willingness to donate directly to an important cause.

“With Farmageddon, we establish a direct connection between online farmers and real agricultural projects around the globe”, says Jorg Riommi, Executive Creative Director and Sebastian Schier, Digital CD, of Saatchi & Saatchi Frankfurt.

The idea behind the UN “Farmageddon” charity project was developed by the Saatchi & Saatchi team in Frankfurt led by Jorg Riommi, Executive Creative Director, and Dirk Göbel, Managing Director. The campaign is developed in cooperation together with Bigpoint, the creators of the online farm simulation game Farmerama. “Farmageddon” is the first significant project created by Saatchi & Saatchi Frankfurt for the United Nations.

Credits:
Jorg Riommi: Executive Creative Director Saatchi & Saatchi Frankfurt
Sebastian Schier: Digital Creative Director Saatchi & Saatchi Frankfurt
Peter Huschka: Creative Director Saatchi & Saatchi Frankfurt
Nora von Kalckreuth: Art Director Saatchi & Saatchi Frankfurt
Marius Pawlitza: Art Director Saatchi & Saatchi Frankfurt
Frank Baumbach: Senior Text Saatchi&Saatchi Frankfurt
Carlos Pabon: Text Saatchi&Saatchi Frankfurt
Daniel Henner Richter: Text Saatchi&Saatchi Frankfurt
Patrick Hackmann: art director Saatchi&Saatchi Frankfurt

Dirk Göbel: Managing Director Saatchi & Saatchi Frankfurt
Jochen Ihl: Digital Supervisor
Boris Zink: Project Manager Digital
Netta Emanuel: Regional Manager Germany, Switzerland, Austria Bigpoint
Sophia Ruppel: Producer Farmerama Bigpoint

About World Water Day
World Water Day, held every year on 22 March, was established in 1993 to focus attention on the importance of freshwater and to advocate for sustainable management of freshwater resources.
World Water Day 2013, reflecting the International Year of Water Cooperation, is dedicated to the theme of cooperation on water and is coordinated by the United Nations Educational, Scientific and Cultural Organization (UNESCO).

About FAO
The United Nations Food and Agriculture Organization (FAO) leads worldwide efforts to end chronic hunger and build a food-secure world. Founded in 1945, FAO is a specialized agency of the United Nations system with headquarters in Rome. FAO’s EndingHunger Movement gives young people and non-specialists a way of getting involved in the drive to end hunger in our lifetime.

About Saatchi & Saatchi
Part of the Publicis Groupe, the 3rd largest communications holding company worldwide, Saatchi & Saatchi’s Network clients include Diageo, Emirates, General Mills, Kraft Foods, Lenovo, Mead Johnson, Novartis, Procter & Gamble, T-Mobile, Toyota and Visa Europe.

With 140 offices and over 6000 employees, Saatchi & Saatchi is known for its outstanding creative ideas that generate powerful emotional connections between consumers and products.

This is a key element in Lovemarks, Saatchi & Saatchi’s unique methodology for elevating the status of brands by creating ‘loyalty beyond reason’ and ‘inspirational consumers’.

In Germany, Saatchi & Saatchi’s clients include Toyota, O2, AS&S Radio, Pampers, Ariel, vivesco, Voltaren, Pro7, AIDA, Veltins and Union Investment.

Saatchi & Saatchi is ‘The Lovemarks Company’.

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Samer Marzouq

Digital Media Superhero, Online Marketing Pro, Mad-Men Fellow, Tech Junkie, Advertising Whiz, Chief-Blogging-Officer, Bilingual Copywriter, Amateur Photographer