Bleached Az

Mobile Arcade Game Fighting Climate Change

When Beached Az washed up on our shores in 2008 the viral Aussie cartoon series gained 30 million views worldwide. 10-ish years later the original creators are back and full of unwavering social purpose.

In celebration of their Beached Aziversary, the original creators and Chaos Theory launched Bleached Az the mobile game - a hilariously entertaining arcade game helping to 'kuck the shut' out of global warming.

We were presented with

The Challenge

The original creators were set to launch the newest installment to the Beached Az franchise, dedicated to the promoting ocean health awareness and addressing climate change issues.

We jumped at the opportunity to team up to create a game for good that motivates players to actively contribute to environmental conservation through an interactive and engaging new platform.

That became

The Solution

Classic Twist on New Characters

Drawing on the classic and absurd humour from the Beached Az universe, we designed new, unforgettable characters.

The outlandish, yet relatable personification of the corals allowed us to raise awareness and address serious issues within the game in a way that would resonate with our audience.

Voiced by the original creators, Tony, Pete and Oscar are full of witty NZ & Aussie banter, depressing ocean facts and confrontational, social commentary to keep players entertained for hours.

Hopeless corals, Tony, Pete and Oscar from Bleached Az. Cover photo for Bleached Az the mobile arcade game, developed by Chaos Theory

GIF of the hopeless corals, Tony, Pete and Oscar from Bleached Az. Bleached Az the mobile arcade game, developed by Chaos Theory

Play for Free, We Plant a Tree

In partnership with Carbon Neutral, with 20% of in-game revenue going towards their ‘Plant-a-Tree’ Program to help combat climate change.

We aimed to educate players and bring awareness to the adverse effect of climate change through the in-game carbon absorption meter as it serves as a reminder for players of their tangible impact.

We empowered players to take positive action towards solving real-world issues and encouraged them share their progress on social media.

Refreshing, Exclusive Content

Set to launch same day as the game, Beached Az Season 3, the educational spin-off series Teached Az and exclusive new videos were included in the mobile game.

In order to amplify and drive the social message througout the wider campaign, we interwove the video content as rewards for players to unlock by leveling up and achieving high scores.