Fighting Censorship Through Minecraft. The Story Behind The Uncensored Library

Reporters Without Borders wanted to reach young people suffering at the hands of censorship so turned to a loophole; Minecraft. Minecraft became a loophole to bypass censorship with articles republished as Minecraft books within the platform, reaching over 20m gamers globally. In this session, DDB Berlin Senior Copywriter Tobias Natterer takes the stage to share how the creative agency hijacked Minecraft and how brands can organically infiltrate the world of gaming.