Coral Crafters

Agency Network: 
July 2018


The Coral Crafters project brings the Update Aquatic to our real-life oceans through a series of Minecraft community-designed underwater sculptures that will serve as the anchors for a new coral reef, which over time will grow and sustain a new marine ecosystem. Six sculptures modeled after characters and Minecraft builds were constructed in an innovative method that accelerates natural coral growth called Biorock. These sculptures were anchored onto the sea floor off the coast of Cozumel, Mexico, in June 2018. These should continue to grow as coral colonies for decades to come.
The Minecraft community and content creators, including a classroom of students in Mexico, generated three of the six designs. The first design was voted on by the entire Minecraft community from three designs by video creator LogDotZip and the second was created by video creator StacyPlays and her community. Students from a school in Mexico, where the structures will live and grow coral, generated the third design guided by Mexico-based video creator Rabahrex. Four of these students attended the final installation of their design, which will help populate the ocean these young people will one day inherit.

Digital advertisement created by McCann, United States for Minecraft, within the category: Electronics, Technology.

Advertising Agency: 215 McCann, San Francisco, USA
Chief Creative Officer: Scott Duchon
Creative Director: Neil Bruce
Copywriter: Andy Holdeman
Art Creative Director / Art Director: Alper Kologlu
Animators: Carson Bell
Director of Integrated Production: Alex Spahr
Associate Producer: Christina Chin
Director of Business Affairs: Mary Beth Barney
Business Director: Peter Goldstein
Senior Account Executive: Sam Brody
Assistant Account Executive: Robbie Kalish
Director of Strategy: Brian Wakabayashi
Strategy Director: Cassidy Wilber
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kleenex's picture

So much fun.

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