Classic Minesweeper game updated for Instagram to support UN Mine Action Service

Regner Lotz, creative director Saatchi, says, “Each day, 10 people are killed by a landmine. The big question for us was, how do we make a third world problem, a first world issue? Especially when we are all stuck with our heads down in our phones instead of paying attention to mainstream media?”

The result was @Minesweepergame: A fully playable version of the classic game Minesweeper, reinterpreted for the Instagram generation. The game is played on the platform where people in the first world are living their normal life. Until BOOM! The @Minesweepergame surprises with a powerful message. A simple idea, but not quite as simple to execute.

René Schultz and Casper Christensen, the creative team, commented, “Every feature in Instagram has been put into use. From the gameplay, which is made up of more than 1,700 pictures, manually uploaded and linked to more than 100 profiles, to the donation process, which opens your SMS app to make it easy to text a donation directly to UNMAS.”

Saatchi & Saatchi Credits:

• Executive creative director EMEA - John Pallant

• Nordic executive creative director - Jason Mendes
• Creative director - Regner Lotz

• Creative team - René Schultz & Casper Christensen
• Technical consultant - Thomas Angelbo Christensen
• Director of global creative PR - Lee Sharrock
• Social media manager - Kiron Mair


• Digital engagement director at Saatchi & Saatchi - Tim McLoughlin

The game can be played by searching @minesweepergame on Instagram. #Minesweeper.

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@MinesweeperGame from UNMAS on Vimeo.