WWF "Love It or Lose it" campaign wanted to make people see how urgent it is to take care of nature. Our insight was that people tend to value things only after they lose it. Which can't happen in this case. Unless, we simulate this in a game.

In Fortnite, players use trees for protection and without it, well, they're screwed. Just like us. So we make all of the natural resources of the game disappear.