Creative Works Brand Strategy Gaming

Ad of the Day: Greenpeace hijacks GTA to serve climate disaster message in the metaverse


By Amy Houston, Senior Reporter

February 25, 2022 | 2 min read

Climate activist group Greenpeace, alongside creative agency partner VMLY&R Brazil, is trying to raise awareness about environmental issues within the popular video game Grand Theft Auto in the hopes of hitting home the urgency of the impending disaster.


Greenpeace campaign in Grand Theft Auto

Los Santos, which is arguably one of the most well-known cities in the virtual world, has been altered to showcase the real-world effects that climate change could have. Gamers will be able to explore the ‘Los Santos +3ºC’ altered map until February 25 on the Kings Roleplay server.


Throughout the intense experience, viewers witness the submergence of the Santa Monica pier, displacement of residents and the disappearance of the California coast.

Characters in the game also have to wear face masks while they complete various missions such as delivering drinking water and rescuing climate refugees.


The campaign includes links to donation pages, where GTA fans can also sign a Greenpeace petition aiming to pressure governments to declare a climate emergency.

Recently, Greenpeace highlighted that single-use plastic can take up to 450 years to decompose, ending up in landfills and floating in our oceans.

For more creative stories like this sign up for our Ads of the Week newsletter here.

Greenpeace: Los Santos +3ºC by VML

By Greenpeace

Overall Rating 5/5

Vote now
Creative Works Brand Strategy Gaming

More from Creative Works

View all


Industry insights

View all
Add your own content +