In the imaginary world of video games, farms typically look cozy and idyllic. There’s no risk of erratic weather, pests, rising input costs, the global energy crisis or the challenge of surviving a drought. And even if there were, a bad harvest could simply be restarted, or a failed crop resuscitated with a few clicks.

Flavoured milk brand, CLEVO, and Publicis Indonesia, have put a reality check into Roblox idealism, turning the usual farming fantasy upside down to give young Indonesians a deep appreciation for the country’s farmers, while empowering them to become part of the solution. Connecting  the fun of gaming with real-world support for Indonesian farmers.

The Hardest Farming Game on Roblox, developed by KARIS Studio, features a farmer named Pak Sarno, who explains the difficulties of farming. Players must then grapple with pest threats, changing seasons and encroaching storms: fail to fertilize or water at precisely the right time, and their crops will shrivel and die.

The 100/10 difficulty is designed to give young players a taste of what farmers deal with every day. It also turns a universal gaming behaviour into tangible impact. Every in-game Pay2Win purchase supports the purchase of farming equipment and tools donated to Indonesian farmers. Every day, millions of players spend virtual currency to move faster, unlock advantages and progress through digital worlds. Last year alone, Roblox’s virtual economy generated billions of dollars globally.

Kristanto Kosasih, senior brand manager at GarudaFood, explained, “We wanted to create an experience that could bring CLEVO into a space where young people already spend their time, while still staying true to what our brand stands for.”

The game supports CLEVO’s purpose, Unlocking Play Today for Tomorrow’s Greatness, built on the belief that play can help everyone to imagine, build and pursue a better future. It is also designed to engage kids, families and gamers within a familiar digital space: there are approximately 45 million Roblox users in Indonesia.

Ravi Shanker, chief creative officer at Publicis Groupe Indonesia and creative lead for CLEVO, commented, “Instead of making farming cozy and effortless, we turned players’ appetite for challenge into empathy for farmers, and the game’s economy into tangible support for them. If gamers are willing to spend hours fighting impossible challenges, why not turn that behaviour into something useful to support the farmers that CLEVO relies on?”

To play The Hardest Farming Game on Roblox, choose ‘farmer’ as your profession: https://www.roblox.com/games/128556531191609/Clevo-World

Credits
Client: GarudaFood [CLEVO]
Brand Equity Director: Ari Windrayanto Purwito
Senior Brand Manager: Kristanto Kosasih

Agency: Publicis Indonesia
CEO: Sony Nichani
CCO: Ravi Shanker
Creative Director: Joshua Tjandra
Associate Creative Director: Achmad Fauzi Syarief
Senior Art Director: Gadis Ghalia Adiba
Art Director: Rico Eksa
Copywriter: Kane Lestat
Graphic & Motion Designer, Editor: Muhammad Fadhlir Rahman
Motion Designer: Maria Irene April
Jr Copywriter: Muhammad Livran Fakhri
Business Director: Adnin Ardhias
Associate Account Director: Syahmohammad Ramadhan
Project Manager: Widya Kusumawati

Game Developer: KARIS Studio
Head of Studio: Ratu Aida Raisya