The Deutscher Tierschutzbund (DTB) wanted to expand its reach beyond traditional audiences and connect with younger, digitally native communities. The challenge: communicating the meaningful, real-world work of Germany’s largest animal welfare organisation through a medium that resonates with a new generation, without losing credibility or authenticity in the process.
We developed the full PR strategy for the launch of Animal Rescue Tycoon, a custom Fortnite map that lets players experience the day-to-day work of an animal shelter firsthand. Through the game, players can rescue, care for and rehome animals, discovering the realities of animal welfare in an engaging, accessible format.
Our approach combined two distinct but complementary workstreams. First, we crafted a media strategy designed to generate coverage across both gaming and mainstream press – framing the Fortnite map not just as a game, but as a meaningful bridge between entertainment and social responsibility. We handled press materials, outreach and messaging to ensure the story landed credibly in both worlds.
Second, we supported the Deutscher Tierschutzbund’s presence at gamescom, one of the world’s largest gaming events, managing the stand and ensuring the organisation could connect directly with the gaming community in person.
The project is ongoing, as Animal Rescue Tycoon continues to grow its player base, so does our work in shaping its narrative and visibility.
Not only are these guys better than I am at any video game ever created, they've also managed to carry our communications game. GG!
Anyone who isn't working with yellow house to get help for their business, press, or communications simply doesn't know what they're doing.
Literally me when I wake up in the morning and yellow house has already managed everything.
Our collaboration with yellow house runs as smooth as my Porsche 928. Vrooooom!
I just love these guys.