The Greenpeaces cub site can be access via act.greenpeace.org.cn/cube/. Five of the cube's six faces feature images of various magnificent landscapes on the earth - mountains, forest and ocean. On the sixth side, there is a sentence in Chinese that reads, "Easy to destroy, difficult to restore."
The online game is based on a quiz model. By taking the efforts in answer the questions to restore the cube to its original state, players can easily perceive the strong message conveyed: it is difficult to restore the beauty of nature once it is destroyed.
A total of 10,000 such cubes have been distributed to the public, but the campaign goes a bit further to evolve into an online interactive game. On its official website, visitors can play around a virtual magic cube by answering questions related with environmental protection. Once they have answered 10 questions correctly, the puzzle of the magic cube will be solved. If they are lucky enough, they will also be chosen to receive a real magic cube.
In Hong Kong, the magic cubes are being sold in creative shops, with proceeds going to Greenpeace projects. On the Chinese mainland, Greenpeace has tasked with chain bookstores to display the cubes.
Credits:
Campaign Magic Cube of Nature Colors
Client Green Peace
Agency WE Marketing Group Beijing
Executive Creative Director: David To
Art Director Ethan Shan
Copywriter David To, Mason Song
