City-building simulation game uses Australian census data

The game, titled Run That Town, is similar in concept to SimCity and other simulation games in that the user tries to maintain the health and stability of a community over time by deploying resources on elements such as schools and infrastructure.

In this case, players make planning decisions, based on 2011 Census data, to boost their popularity, grow the town and keep the locals happy.

“Run That Town offers a unique insight into how Census data can be used," said Sue Taylor, director in the 2016 Census. "The game is an innovative and fun way to communicate with the public, while embracing digital media."

The project is an innovative way to make numbers really mean something, according to Andy DiLallo, chief creative officer of Leo Burnett Sydney. "People are finding a game about statistics fun and surprisingly addictive," he added.

The game, created by Leo Burnett with Millipede Creative Development, is available for Apple devices through the App Store.

CREDITS:

Client/Ad or Campaign: Australian Bureau of Statistics
Agency: Leo Burnett Sydney
Chief Creative Officer: Andy DiLallo
Creative Director: Kieran Ots
Creative: Zaid Al-Asady, Kieran Ots
Art Director: Zaid Al-Asady, Kieran Ots
Copywriter: Kieran Ots, Ayla Norris-Smith
Designer: David Mugford, Mark White
Technical Director: Kevin Brown
Producer: Adrian Gunadi
Group Business Director: Paul Everson
Senior Business Manager: Neil Duncan
Technology Partner/Company: Millipede
Developer: Patrick Toohey, Kevin Brown
Animator: David Giuca, Toby Pederson, Keong Seet
Original Music: Eclectic Music Machine

Client: Australian Bureau of Statistics
Michelle Howe - Director, Census Communication and Engagement
Andrew Sillis - Assistant Director, Census Communication and Engagement
Mark Hindle - Communications / PR Officer, Census Public Relations