The Canary Islands.
Find the Seasouls
When we designed the strategy to connect the Canary Islands with Generation Z and Alpha in their native environments, we set out to tell the story of the Canary Islands, but we didn’t want to launch a campaign. We wanted to build a world.
So we created “Find the Seasouls”, a fully immersive Roblox experience that turns the Canary Islands into an open-world ecoquest where players rescue magical spirits (inspired by real endangered species) and restore balance to the ecosystem.
No banners. No fake gamification. Just purpose-driven exploration and emotional storytelling, built natively for the Roblox generation.
What makes it special?
We didn’t just drop a game. We crafted an interactive world rooted in real geography, biodiversity, and local culture. Some highlights:
Biome-based open world inspired by the Canary Islands’ 8 ecosystems
50+ collectible Seasouls, each with unique lore and gameplay powers
Narrative developed with a Local Oceanographer
A strong ecological message woven into every mission and encounter
And the players felt it:
+2 million visits in the first 8 weeks.
96% positive rating.
And a wave of UGC, fandom, and community energy
we couldn’t have scripted if we tried.
Launching with real-world impact
We didn’t just publish it and hope for the best. We hosted a live event in Madrid, with creators, press, and community members
getting hands-on with the game.
IRL + digital. Real emotions + virtual discovery.
That’s the sweet spot.
What we learned
This project reminded us of some key truths about this
new era of branded experiences:
Native design > traditional advertising.
Mission-first always beats promotion-first.
Let them play the story, not just watch it.
A game isn’t an add-on, it is the brand.
We didn’t just put the Canary Islands in Roblox. We invited a new generation to care about nature, culture, and storytelling, all through the lens of play.
And that’s the kind of impact we’re here for.