Saudi Arabia’s Jameel Motorsport, part of Abdul Latif Jameel, has partnered with Serviceplan Arabia to launch The Treeless Map initiative that merges gaming with environmental awareness.
Through a custom-built Fortnite map, which removes one of the game’s core resources – trees, the initiative highlights the devastating impact of deforestation and natural resource depletion.
Karim Mroueh, Head of Digital and Innovation at Serviceplan Group Middle East, said, “To align with Saudi Arabia’s climate goals – and Jameel Motorsport’s commitment to that vision – we wanted to turn gaming hours into learning hours. To connect with younger audiences, we had to meet them where they are and disrupt the environment they engage with most: the virtual world of Fortnite.”
Deforestation remains one of the Middle East’s most pressing ecological challenges, with long-term consequences likely to be felt most acutely by the younger generation.
With today’s youth spending an average of 22 hours per week on gaming platforms like Fortnite, traditional awareness campaigns often struggle to reach them.
In Fortnite, however, trees are more than just visual elements; they are a critical survival resource, providing players with wood to build and protect themselves.
By removing this vital component, The Treeless Map forces players to adapt to a harsher landscape, reflecting the real-world consequences of environmental destruction. A simple change, with powerful impact.This campaign is not sponsored, endorsed or administered by Epic Games, Inc.
The campaign, thus, raised awareness for the challenge that every minute, 2,400 trees are cut down, making deforestation a major threat to our planet’s future.
Munir Khoja, Managing Director of Marketing Communications at Abdul Latif Jameel, said, “This initiative reflects our broader commitment to supporting Saudi Arabia’s climate change action and contributing to the United Nations Sustainable Development Goals.”
“By challenging players to adapt to a world without trees or water, we hope to inspire a greater appreciation for our planet’s resources and the urgent need to protect them,” Khoja added.
Within the first 24 hours, the campaign generated more than 1 million impressions and added 24,000 new followers to Jameel Gaming’s Instagram account – demonstrating the potential of combining meaningful engagement with immersive entertainment.
“Gaming is one of the fastest-growing industries in the region. It has the power to connect and inspire an entire generation,” said Rami Hmadeh, Managing Partner at Serviceplan Arabia.
“At Serviceplan, we’re committed to pushing creative boundaries – using platforms like gaming not just to entertain, but to start conversations that matter,” Hmadeh added.
CREDITS:
Client: Jameel Motorsport
Agency: Serviceplan Arabia
