Treeless Map – Abdul Latif Jameel Motors (Saudi Arabia)
Stripped Fortnite of trees to dramatize deforestation, planting real trees for every player who joined.
Submitted by SERVICEPLAN & MEDIAPLUS Middle East
Winner’s Citation
PLATINUM in 2025 Marketing Makes a World of Difference Awards
Abdul Latif Jameel Motors’ “Treeless Map” turned gaming into a call for climate action. By removing trees from Fortnite and planting real ones for every player who joined, the campaign created a striking link between virtual play and environmental responsibility. With over 10,000 players in its first day and global recognition as one of Fortnite’s top maps, it showed how gaming culture can fuel sustainability—and how brands can make environmental action both meaningful and memorable.
Abdul Latif Jameel Motors – Treeless Map was also a winner in the 17th Annual Media Innovation Awards.
How it Makes a World of Difference
Saudi Arabia’s Vision 2030 calls for sustainability and social progress, but young people—immersed in digital and gaming culture—often feel disconnected from environmental issues. Abdul Latif Jameel Motors found a way to bridge that gap through The Treeless Map, a Fortnite takeover that stripped the virtual world of trees to dramatize the effects of deforestation. For every player who joined, a real tree was planted. By fusing gaming, culture, and environmental action, the campaign turned play into purpose and empowered youth to connect digital behavior with real-world change.
Jury Lens Evaluation
- Promise Becomes Action: Abdul Latif Jameel promised alignment with Vision 2030’s sustainability goals and acted by transforming gaming into an environmental movement.
- Trust: By collaborating with Trees for the Future and engaging Saudi influencers, the campaign gained authenticity and cultural resonance.
- Growth: It elevated brand relevance among Saudi youth, positioning the company as progressive and socially responsible.
- Difference: Rather than traditional advertising, the brand disrupted gaming culture itself, using an immersive virtual experience to spark tangible action.
Results that Make a Difference
- 10,000+ players in the first 24 hours, with the map becoming the second highest-rated Fortnite map globally.
- For every player, a real tree planted, ensuring digital participation translated to environmental action.
- Social buzz amplified by top Saudi influencers, expanding reach and conversation beyond gaming.
- Strengthened Abdul Latif Jameel’s visibility and alignment with Vision 2030 sustainability initiatives.
- Created a template for global use of gaming platforms as tools for advocacy and behavior change.
