SOLAR FOREST

TitleSOLAR FOREST
BrandHANWHA
Product / ServiceSOLAR FOREST APP
CategoryA06. Overall Aesthetic Design
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Idea Creation INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Media Placement INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Media Placement 2 HANWHA COMMUNICATIONS COMMITTEE Seoul, SOUTH KOREA
PR INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
PR 2 HANWHA COMMUNICATIONS COMMITTEE Seoul, SOUTH KOREA
Production INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Post Production INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Post Production 2 PLANIT.PD Seoul, SOUTH KOREA

Credits

Name Company Position
Jung A Kim Innocean Worldwide Chief Creative Officer
Nari Moon Innocean Worldwide Art Director
Doyu Yang Innocean Worldwide Copywriter
Hye-dong Roh Innocean Worldwide Creative Technologist
Jung Ha Yong Innocean Worldwide Art Director
Seonhwa Hwang Innocean Worldwide Project Manager
Sehee Kim Innocean Worldwide Copywriter
Jongkyu Myung Innocean Worldwide Art Director
Bae-Sung Kim Innocean Worldwide Agency Producer
Seon Jeong Min Innocean Worldwide Account Executive
Bitnawa Yu Innocean Worldwide Account Executive
Sa Rang Kim Innocean Worldwide Account Executive
Youn-soo Park Innocean Worldwide Account Executive
Zu Young Pae Innocean Worldwide Account Executive
Yunina Park Innocean Worldwide Account Executive
Su Yun Lee Innocean Worldwide Account Executive
Han-Jun Jung Lineholic Corp. Producer
Young Hwi Seo Planit Production Producer
Sangil Kim Production KEZR Director
Jaemin Kwak Production KEZR Assistant Director

Describe the creative idea

Due to COVID-19, as most tree-planting campaigns initiated by NGOs and environmental organizations got canceled, Hanwha’s tree-planting campaign was not an exception as well. However, instead of canceling the tree-planting campaign, we decided to execute a non-contact campaign. Hanwha's Forest has a distinctive characteristic that it does not emit carbon while growing young trees because Hanwha uses electricity created from only solar energy, unlike others who use electricity from fossil fuels. To convey this important characteristic effectively and allow people to engage in tree planting while practicing social distancing, we decided to implement the whole process of forestation in reality to the mobile device and release the campaign digitally. We created a mobile game app: ‘Solar Forest’. This digital tree-planting game utilizes a light sensor to grow virtual trees with natural light shined on the device and allow fully grown trees to be donated to the real forest.

Describe the execution

1) Prototyping: With the concept of ‘growing seedlings with sunlight’, we quickly started prototyping. Since the factor of sunlight was the most important thing, we first checked if the sunlight can be checked with smartphones and how accurately it can be calculated. 2) Game Planning & UI/UX Design: We built the game frameworks that "Flower Pot" stage of growing trees using sunlight, decorating "Personal Garden" with the grown trees, and donating "Personal Garden" to "Collective Forest". Even though the game was developed for the Hanwha brand experience, the game itself must be entertaining for countless people to participate. So we designated the atmosphere of this game to provide a relaxing experience and created the interface by carefully curating the game assets like color, tone, design, background music with forest ASMR so that users can feel soothed. 3) Graphic Design: Several design concepts were tested to convey a familiar tone and mood for all age users. By testing different shaders and universal render pipelines, we got the overall design concept. Then, we started to design the element characters, plants, gardens and vertical forest. 4) Development & Test : continuous development processes and tests were conducted to improve game ability, game balance, and UI/UX. 5) Launch: Officially launched on World Environment Day(June 5th) 2020 - Compared to last year, campaign participants increased by 821% - Ranked #1 Free Game of App Store - Top24 at Made-with-Unity-Award 2020 - The number of trees donated in the game continues to increase actively at this moment (About 10,000 virtual trees were donated as of 23rd-December-2020). Hanwha plans to reflect the number of donated virtual trees to the size of the actual forest, they will plant in March 2021. - Introduced at the Sustainable-Development-Goals-FORUM 2020 and Unity for Humanity Summit 2020 as a best practice.

Links

Application URL