| Title | TEAR DOWN THIS WALL |
| Brand | THE DDR MUSUEM |
| Product/Service | TEAR DOWN THIS WALL |
| Category |
B03. Experience Design: Multi-platform |
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Entrant
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THE DDR MUSEUM Berlin, GERMANY
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Idea Creation
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VIRTUE Copenhagen, DENMARK
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Idea Creation 2
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NO SLEEP Copenhagen, DENMARK
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Production
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BACON X Copenhagen, DENMARK
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Post Production
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THIRTYSOUNDSGOOD Copenhagen, DENMARK
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Credits
| Morten Grubak |
VIRTUE |
Executive Creative Director |
| Martin Nørgaard Furze |
No Sleep |
Executive Creative Director |
| Emil Asmussen |
VIRTUE |
Creative Director |
| Jacob Ziegler |
VIRTUE |
Senior Designer |
| Tao Thomsen |
VIRTUE |
Senior Copywriter |
| Camilla Ploug |
No Sleep |
Senior Art Director |
| Max Siegal |
VIRTUE |
Editor |
| Ogi Curcic |
Ogi Curcic |
Editor |
| Emil Fogh |
VIRTUE |
DOP Lighting Cameraman |
| Francois Andrivet |
VIRTUE |
3D Animator |
| Maria Cristina Sega |
VIRTUE |
3D Animator |
| Tom Costello |
VIRTUE |
DOP |
| Heidi Baltzer |
VIRTUE |
Head of Production |
| Bruno Carvalho |
VIRTUE |
Agency Producer |
| Bruno Carvalho |
VIRTUE |
Agency Producer |
| Mark Terkelsbøl |
VIRTUE |
Intern |
| Nis Nørgaard |
Thirtysoundsgood |
Sound Designer |
| Søren Gorm Gamborg Knudsen |
Bacon X |
Conform Artist |
| Lasse Selvli |
Bacon X |
Colorist |
| Rune Søndergaard |
Bacon X |
Producer |
| Eliana Carranza-Pitcher |
Bacon X |
Executive Producer |
| William Løkken |
VIRTUE |
Colorist |
Describe the creative idea
TEAR DOWN THE BERLIN WALL IN MINECRAFT EARTH
30 years after the Mauerfall, the Berlin DDR Museum let a new generation tear down the wall —now in augmented reality.
We built three iconic segments of the Wall in Minecraft Earth, the AR sequel to the popular game. Here, gamers were able to witness the wall in its full scale in Augmented Reality. And to gamify the installation, they could even take part in tearing down the oppressive wall on their favorite platform.
MERGING EDUCATION WITH ENTERTAINMENT
We partnered with the DDR Museum to create an exhibition space and developed a comprehensive package of teaching materials in concert with interactive learning specialists. This allowed teachers to not just drum up interest for the historical subject, but expand it into a fully immersive micro-course on the increase of border walls in our time
Describe the execution
BUILT BY GAMERS, FOR GAMERS
To make the experience immediately accessible inside the game environment, we had to build on the exact same premises as every teenager in Minecraft Earth:
By mining the materials inside the game, and then building the wall block by block.
And because we needed the wall to be historically and architecturally correct, we had to put in 300+ hours of game time to gather the exact materials needed for a credible reconstruction.
This also gave the team the familiarity with the ins and outs of Minecraft Culture to make the experience resonate with how and why gamers play.
Only then did we rebuild the wall inside the game, block by block, from historical reference images.
To amplify the work, we crafted two additional elements to the same painstaking level of detail:
A CUSTOM INSTALLATION IN BERLIN’S DDR MUSEUM
Voted as one of the most interactive museums in Europe and drawing solid crowds year after year, Berlin’s DDR museum was perfectly poised to bring their historical expertise into the age of augmented reality.
A FULLY FLEDGED TEACHING COURSE
Developed in collaboration with immersive learning expert NAME, this five-module teaching material provided a full curriculum, group exercises, and discussion guidelines to drive critical reflection and historical empathy in students from grade 6-9.