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Urban Miner

Award: Graphite Pencil

Graphite Pencil / Impact / Collaboration / 2023

Award: Shortlist

Shortlist / Commerce / Brand Partnership

Award: Shortlist

Shortlist / Gaming & Virtual Worlds / User Participation

Award: Shortlist

Shortlist / Gaming & Virtual Worlds / Brand Integration

There are millions of old gadgets lying around in Nordic households that need to be recycled. Based on this insight, Nord DDB Stockholm AB brought together the largest tech retailer in the Nordics and the world’s biggest mining game to launch Urban Miner. The initiative rewards Minecraft players with in-game currency for returning their e-waste to Elkjøp, creating a genuine value exchange between the physical and digital worlds. In Minecraft, gamers mine for resources to create the world they want. With Urban Miner, everyone can build a better world where it actually really matters.