On June 5, 2020, Electronic Arts (EA) and Maxis released the ninth Expansion Pack for The Sims 4, called Eco Lifestyle. The pack offers players fresh new ways to play the game, mainly focusing on sustainability topics. The pack teaches players how to live their (Sim) lives sustainably, how important it is to work together as a community, and that little changes can have massive impact.
We were challenged by EA to amplify the release of Eco Living by collaborating with thoughtful talent that is conscious of the effects of their actions in their future and the future of their Gen-Z audience. Selecting the right influencer for the job was paramount: he/she should be a fan of the Sims, ánd should have demonstrable affinity with the topic of sustainability.
We decided Teske de Schepper would be the best fit for the campaign, and you know when you have selected the right influencer when the copy of an Instagram post reads (translated): “I have worked with many great brands over the last years, but if you are asked by the makers of the game that you have been playing for over 10 years… I feel blessed!!! 🥰 Since this month, The Sims 4 has a new expansion called Eco Lifestyle, and this fits me perfectly given the many sustainable and green activities your Sims can do with it”.
Together with Teske, we designed a fun, authentic and cohesive multi-channel campaign in order to bring elements of The Sims 4 Eco Lifestyle to life. Teske not only built a garden in The Sims, she also mirrored this design in her own backyard! Further, a giveaway containing copies of The Sims 4 Eco Lifestyle, plant ladders, and plant gift cards amassed more than 1.200 comments!