ABOUT

Challenge The Pokémon Company’s purpose is to enrich not just the virtual world but also the real world. Modern children only play digitally and not in nature. Our challenge is to bridge the gap. Idea We turned the digital Pokémon experience into a nature adventure to give children an opportunity to play in the great outdoors, regain their connection with it, and rediscover its wonders. A 48,000-square-foot forest that had been untouched for over 20 years was transformed into a game field. The objective of this adventure is the same as the digital game. The players must look for Pokémon as if searching for creatures in a natural environment. Over 50 types of born-digital Pokémon were crafted from materials that harmonized with nature while staying true to their original design, such as Metapod using palm leaves, Tangela using vine, and Wimpod using stone. To find the Pokémon, players must ruffle the grass, rummage through fallen leaves, overturn rocks, dig through dirt, shake trees, and sift through water, almost as if searching for live creatures or hidden treasures. This brand experience was designed to have the players touch nature with their own hands as they searched for the Pokémon. Result By bringing together the digital and natural world, we created an immersive experience for all ages. The all-new adventure generated buzz, demonstrated the brand’s timeless appeal, and highlighted nature’s attractions. 10,000 players participated in just half a year in spite of the limited and exclusive access to the forest. It scored a satisfaction rating of 9.6 out of 10. Tickets are always sold out. Most importantly, it reconnected children with nature and renewed their sense of wonder.