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As brands dip their toes into the burgeoning space that is the metaverse, coffee producer Lavazza has launched its own game on virtual platform Roblox aiming to raise environmental awareness among young people.
The Italian coffee company, through the Lavazza Foundation in Peru, is working with humanitarian organization Cesvi to combat deforestation, claiming that it is “protecting the lungs of the planet” while promoting forest conservation.
Its latest initiative has seen online experience The Lavazza Arena developed to showcase the continued problem of deforestation as the Amazon loses the equivalent number of trees as the size of a soccer pitch every 20 seconds, the company claims.
The idea for the virtual world was initiated by We Are Social, which provided the strategy, creativity and production, while the game itself was developed on Roblox by Dubit.
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