This LTX Studio, Lightricks campaign pioneers AI-powered filmmaking, merging visionary storytelling with tech innovation— Clapboard's Global Ad Archive.
Waves of Change - Ubisoft, Oceana | Clapboard Ad Archive
Waves of Change is a strategic and innovative integrated campaign launched in 2024 by Ubisoft in partnership with Oceana, executed by French gaming creative agency Biborg, that seamlessly fuses immersive gameplay with urgent ocean conservation efforts within the pirate-themed naval combat game Skull and Bones. Ubisoft leverages the engagement of its player base by inviting them to participate in a limited-time event where every enemy defeated in the game directly translates into a donation to Oceana, aiming to raise €300,000 to protect marine ecosystems threatened by climate change, pollution, overfishing, and habitat destruction. This initiative exemplifies Ubisoft’s commitment to environmental responsibility as a founding member of the Playing for the Planet Alliance, endorsed by the United Nations Environment Programme, and complements its Play Green program targeting carbon neutrality aligned with the Paris Agreement. Biborg’s role in crafting a compelling visual identity, promotional film, dedicated landing page, social media content, and content creator engagement mechanics ensures a coherent and immersive communication strategy that aligns the charity’s mission with the game’s core experience, maximizing player participation without disrupting gameplay. The campaign’s design capitalizes on a FORMAT#6—Benefit Causes Story approach from Clapboard’s taxonomy, where the gameplay action of defeating foes is motivated entirely by the real-world benefit of supporting ocean conservation, thus driving player motivation and community mobilization through embedded philanthropy rather than traditional narrative arcs. This not only personalizes the environmental cause but positions Ubisoft as a socially conscious brand that transforms entertainment into activism, appealing to a growing demographic of gamers who expect brands to embrace purpose-driven initiatives. The campaign’s integrated media approach within the gaming and public utility sectors underlines a sophisticated market strategy that merges brand values, corporate sustainability targets, and player engagement to create measurable impact. Waves of Change earned a 78/100 in Clapboard’s global creative archive. This campaign matters to the industry because it demonstrates how gaming brands can authentically embed social causes into gameplay mechanics, proving that purpose-driven initiatives can drive genuine community action without compromising entertainment value.
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