Wieden+Kennedy London partnered with Guild Wars 2 to bring the game’s landscape into real life, with the launch of SeedSaga. Using packets of seeds, gamers can grow real plants that mirror the virtual world of the game.

SeedSaga plays on the popular social media phrase, ‘touch grass’. A phrase which is said in reference to those who spend more time online than outside, in the real world. Touching grass is a way of becoming grounded in physical reality, something that we may miss out on if we spend all our time in the virtual world.

Players can grow plants from the Guild Wars 2, the online roleplaying game. The side quest-esque launch allows gamers to use the skills that they will have garnered in the game to plant seeds in the real world.

The seed packets have reimagined the designs of traditional packaging. They feature striking and modern, gamified visuals. Not only are the packs limited edition, but the launch is also accompanied by stickers, t-shirts, gaming accessories, and plushies.

To highlight the launch in the game the SeedSaga team plans to create  an in-game Nature Walk. The new feature is set to offer gardening tips and biodiversity insights, educating players of Guild Wars 2 even more on the natural world around us.

Two creatives from Wieden+Kennedy London produced the idea; Aleks Atanasovski and Hannah Young. Sharing the ethos of the project, they explained: “This project offers a glimpse into the vital role these elements play in combating the effects of climate change”.

The continued: “For us, this project goes beyond the aesthetics; it carries a powerful message to the younger generation, inspiring a transformative perspective on the world we share. It feels really good to use our creativity for something that has a meaningful impact”.

Notably, SeedSaga is Wieden+Kennedy London’s first project for the Agency for Nature Initiative. The agency is one of five prominent UK creative agencies that are in the collective. The Agency for Nature Initiative is led by non-profit organisations: Glimpse and Purpose Disruptors. Working together, the aim is to reignite young people’s passion and care for nature.

The launch reminds players of the natural world beyond the screen. It highlights the importance of nature, whilst acknowledging and incorporating something gamers are passionate about. In doing so, it plays a valuable role in counteracting the disconnect between the virtual and natural worlds. This approach will be increasingly important in the wake of the climate crisis.