Journey to Metal Land
Femeval, the Valencian Metallurgical Business Federation, asked us for a campaign so that young people who wanted to study vocational training considered studying the metal industry among their options. This way, the industry, which has a higher supply of jobs than demand for them, could find new talent.
Use a medium and a format much more in line with young people so that they consider metal industry vocational training over other training options.
We weren’t going to run a campaign without making the most of that moment when we could reach the target audience more directly. What would a student who’s seen several guidance talks in a row pay more attention to? Another 50-slide presentation or a video game match?
In 2017, the number of online spectators on Twitch, a video game match streaming platform, exceeded platforms like Netflix and HBO.
Minecraft, the game chosen for the action, is the highest-selling game in history, beating Tetris.
We create Journey to Metal Land, a training talk in Gameplay form.
But first, we had to create a playable map in Minecraft that would meet the needs of the story we wanted to tell: that of a young person who wants to reach Metal Land, the promised land of quality training and full employment.
When we’d created the map, we needed a gamer to play it and comment on it to the students, so we called up Perxitaa, an internationally successful Valencian YouTuber.
When the gameplay was a reality and the students could watch it, they were also able to play on the map from home and experience the adventure for themselves.