MullenLowe creates video game with a percentage of wins shared going to NGOs

MullenLowe Group has created an internet browser-based video game called ‘Coral Greef’ featuring the octopus in the agency’s logo as a key gameplay element.R

Developed by the UK office of the agency for ‘World Octopus Day’, the game is free to play worldwide and for every high score shared on social media, MullenLowe Group will donate $5 to NGO Plastic Oceans International.

The game which can be played at a bespoke website involves helping an octopus and a crab remove as much plastic debris as possible from the ocean floor. While the donations from the agency were initially capped at $5,000, MullenLowe said that it had doubled the amount to USD$10,000 following a positive response to the initiative.

MullenLowe Group’s global marcomms project manager Tom Belcher said: “We always celebrate World Octopus Day and this year we decided to do something a little different. We created the retro-style arcade game to celebrate our love of the octopus whilst also tackling an important issue. 

“It seemed like the perfect way players could put their challenger mentality to the test while saving the oceans and the wildlife within them.”  


MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene