In a unique crossover of scientific data and entertainment, Greenpeace built a climate change simulator right into one of the most popular video games in the world: GTA Online.

The well-known GTA Los Santos map was transformed into an alarming prediction of what the world could look like if the planet continued to heat up by another 3ºC. Players could not only see the real effects of climate change, but interact with it in an unprecedented way — with new missions and challenges, custom artwork and NPCs, and even a petition which users could sign in-game.

The results? Players voluntarily livestreamed over 450 hours of content in the first week alone. The gaming community watched almost 8 million minutes of broadcasting. And without any Greenpeace investment, the project generated +340% in petition signatures, +40% in donations, and almost 30 million in earned media — not to mention 15 Cannes Lions Awards and the Entertainment Agency of The Year title.

Role: Creative Director