Flavored milk brand Clevo has launched ‘The Hardest Farming Game’ on Roblox, developed by KARIS Studio, in partnership with Publicis Indonesia. The aim is to give young Indonesians a deep appreciation for the country’s farmers while empowering them to become part of the solution.
Clevo is connecting gaming with real-world support for Indonesian farmers. The game features a farmer named Pak Sarno, who explains the difficulties of farming. Players must then grapple with pest threats, changing seasons, and encroaching storms. If they fail to fertilize or water at precisely the right time, their crops will shrivel and die.
The 100/10 difficulty is designed to give young players a taste of what farmers deal with every day.
According to the release, millions of players spend virtual currency every day to move faster, unlock advantages, and progress through digital worlds, and Roblox’s virtual economy generated billions of dollars globally last year alone.
With ‘The Hardest Farming Game,’ Clevo and Publicis Indonesia are turning the Pay2Win behavior into impact beyond the screen: every in-game purchase supports the purchase of farming equipment and tools donated to Indonesian farmers.
“We wanted to create an experience that could bring Clevo into a space where young people already spend their time, while still staying true to what our brand stands for,” said Kristanto Kosasih, Senior Brand Manager, GarudaFood.
The game supports Clevo’s purpose, ‘Unlocking Play Today for Tomorrow’s Greatness,’ which is built on the belief that play can help everyone to imagine, build and pursue a better future, according to the release. It is also designed to engage kids, families, and gamers within a familiar digital space. According to the release, there are approximately 45 million Roblox users in Indonesia.
“Instead of making farming cozy and effortless, we turned players’ appetite for challenge into empathy for farmers, and the game’s economy into tangible support for them,” said Ravi Shanker, Chief Creative Officer, Publicis Groupe Indonesia and Creative Lead for Clevo.
“If gamers are willing to spend hours fighting impossible challenges, why not turn that behavior into something useful to support the farmers that Clevo relies on?”
According to the release, ‘The Hardest Farming Game’ has already caught the attention of streamers, Indonesian and international gamers and national broadcasters.
Credits
Client: Clevo, GarudaFood
Brand Equity Director: Ari Windrayanto Purwito
Senior Brand Manager: Kristanto Kosasih
Agency: Publicis Indonesia
CEO: Sony Nichani
CCO: Ravi Shanker
Creative Director: Joshua Tjandra
Associate Creative Director: Achmad Fauzi Syarief
Senior Art Director: Gadis Ghalia Adiba
Art Director: Rico Eksa
Copywriter: Kane Lestat
Graphic & Motion Designer, Editor: Muhammad Fadhlir Rahman
Motion Designer: Maria Irene April
Jr. Copywriter: Muhammad Livran Fakhri
Business Director: Adnin Ardhias
Associate Account Director: Syahmohammad Ramadhan
Project Manager: Widya Kusumawati
Game Developer: KARIS Studio
Head of Studio: Ratu Aida Raisya
