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Minecraft / Elkjøp Nordic: Urban Miner, 10s

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Nordics largest tech retailer Elkjøp Nordic has teamed up with Minecraft to take the popular gaming mechanics into the real world. The initiative aims to highlight the importance of recycling e-waste as well as contributing to real action. To produce electronics like a phone or a computer requires extracting valuable minerals and metals from our natural resources, and the world is running out of them. Recycling these electronics and the materials inside is a great solution for a more sustainable industry, yet most of us have old or obsolete electronics with precious materials inside that lie forgotten in drawers and basements. To encourage more people, especially the younger generation, to start recycling their old gadgets, Elkjøp Nordic is launching a unique Nordic campaign called “Urban Miner” where gamers can return their e-waste and get Minecraft currency in return. The concept is developed by NORD DDB in collaboration with Microsoft and Elkjøp Nordic. This unique initiative connects Elkjøp Nordic to the world’s biggest gaming community with over 140 million players and enables real action. Minecraft is owned by the multinational software company Microsoft. For Microsoft, the initiative's clear opportunity to get young people to act sustainably has been decisive for entering into the collaboration.
The campaign units consist of films suitable for all digital platforms as well as cinema. In the films, we see Minecraft characters come alive to “mine” old electronics around the house. There will also be large in-store activations with films and posters that run parallel to the paid campaign, in stores across the Nordics.
Credits Other credits


Paulina Draganja – Client Director

Emma Gauci – Client Manager

Jorunn Wold - Client Manager

Rune Gabrielsen – Design

Emil Langbraaten - Design

Elin Wiger Fengnell – Design


BSmart: 3D Animation

Julia Andersén – Producer

Pär Wahlund – VFX lead

Lisa Abelli – 3D lead

Robert Fernstedt – Creative Producer

Client: Elkjøp Nordic

Nils Martin Øyo, Project Lead

Henning Nystad

Farshad Samsami

Christian Erga

Jan Christian Thommesen

Collaboration partner:


Nicholai Hamre – Xbox Category

Jeff Rivait – Senior Product Marketing Manager, Minecraft

Sam Brody – Integrated Marketing Manager, Minecraft


Martin Johansson – Senior Art Director

Harry Elonen – Senior Brand Manager

Christine Platon – Senior Producer

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