Description• A project intended to
increase awareness towards climate changes
• A glimpse into the future- how the world would look if we continue destroying it
• User generated letters that express what we want to tell the next generations about the earth
The flow
• Loveletterstothefuture.com-asking users to produce text/pictures/videos for future generations• 100 best letters chosen by user votes
The flow
• Letters sealed in a special time capsule designated to be opened in the year 2109• Capsule launched at Copenhagen UN Climate Change
Conference
In the meantime• Clues appearing in a portal embedded in the official
website+updates in the official blog• Additional clues scattered around the world (Graffiti,
Augmented reality)
In the meantime• Clues open up video feeds “from the future”• Blog links to a forum where users solve the clues together• Final video showing the world in 2109, screened at
Copenhagen conference
Real life integration• “You'll need to leave your screen and find me outside”
• Scavenger hunt• Use of mobile phones+AR application
Marketing StrategiesCelebrities & Bigshots
Lucy Lawless-Actress, Greenpeace activist
Jim Salinger-Climate Scientist
Francesca Pryce-Journalist
David Suzuki –Zoologist
Marketing Strategies
• User generated content• Democratic vote for best 100 letters• ARG peak at Copenhagen
Media Coverage
• Greenpeace website: “We’re hoping the future revealed through this game will change the present”
• Andrew Davies: “[…] This game is about imagining our future”
Greenpeace website
Great success?
• Official Youtube channel-16,753 views, 26 subscribers• Copenhagen capsule launch- 2149 views• Maya’s first video- 155 views• Thin media coverage• Not so great success
Why?
Opinions & Review
Pros
• Global cooperation – Helps spread the word• Democratic voting system – Increases
engagement & participation• Multiplatform• Not too fictional…• Emotional-”Some of your grandchildren are here
with me now”
Opinions & Review
(more) Pros
• Time travel fantasy• Immersive- Staying in character• Shocking and well played videos
Cons
• Time capsule – naïve idea, too kitsch and childish• Intertextuality – corresponds with other texts
(Matrix, War of the Worlds, 2012) – Loss of compassion• Wasn’t taken seriously enough• Clues didn’t encourage cooperation/collective
intelligence
Opinions & Review
(more) Cons
• Too ambitious – Can gaming make a better world? a world-changing website• A world that praises individuality leaves little
room for environmental awareness• Short development time (linking it to COP)• Not linking it to existing content• Hardcore gamer community only• Plot left unresolved
Opinions & Review