The One Show
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Category
Influencer Marketing / Multi-Channel
Annual ID
OS_SM21_101M
About the Work
The International Red Cross leads humanitarian efforts in every major war since its creation. But there’s a whole generation of young people utterly oblivious to its crucial work. So we took our life-saving mission to their battlefield. We transformed the biggest video game in the world, where over 350 million people play soldier and killing is the goal.
Introducing, Liferun. For the first time ever, players win by saving lives instead of taking them.
Changing the game in an authentic way meant we had to build Liferun with gaming community. So, we partnered with the best amateur game builders in the world to translate our real-life missions into Fortnite. As Red Cross workers, players race to complete four action-packed missions.
Then, gaming’s top influencers lent their skills and followers, pro bono, to make the launch of Liferun a legitimate, pro-gamer-approved event.
• One_Shot_Gurl: .5 million subscribers on YouTube
o Gaming’s sweetheart with a devoted following
• DrLupo: 4.5 million subscribers on Twitch
o Offers years of experience raising millions for charitable organizations
• Lachlan: 14.5 million subscribers on YouTube
o South-pacific based, he lent his massive global audience
They played a live tournament at PAX, the biggest gaming conference in the world, and broadcast the livestream to their collective 20 million followers.
The campaign hit 30 million impressions on Twitter and 6 million impressions on Weibo in the first week and over 500 articles were written worldwide.
25,000+ people viewed the live tournament online concurrently and thousands more around the world played Liferun within hours of launch.
The International Red Cross saw 37% online growth—their most effective campaign to date.
For the first time ever, gamers could become real-life supporters in a virtual battlefield by donating to the International Red Cross within the game itself. Sparking a whole new generation of heroes.
Introducing, Liferun. For the first time ever, players win by saving lives instead of taking them.
Changing the game in an authentic way meant we had to build Liferun with gaming community. So, we partnered with the best amateur game builders in the world to translate our real-life missions into Fortnite. As Red Cross workers, players race to complete four action-packed missions.
Then, gaming’s top influencers lent their skills and followers, pro bono, to make the launch of Liferun a legitimate, pro-gamer-approved event.
• One_Shot_Gurl: .5 million subscribers on YouTube
o Gaming’s sweetheart with a devoted following
• DrLupo: 4.5 million subscribers on Twitch
o Offers years of experience raising millions for charitable organizations
• Lachlan: 14.5 million subscribers on YouTube
o South-pacific based, he lent his massive global audience
They played a live tournament at PAX, the biggest gaming conference in the world, and broadcast the livestream to their collective 20 million followers.
The campaign hit 30 million impressions on Twitter and 6 million impressions on Weibo in the first week and over 500 articles were written worldwide.
25,000+ people viewed the live tournament online concurrently and thousands more around the world played Liferun within hours of launch.
The International Red Cross saw 37% online growth—their most effective campaign to date.
For the first time ever, gamers could become real-life supporters in a virtual battlefield by donating to the International Red Cross within the game itself. Sparking a whole new generation of heroes.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Wunderman Thompson / Seattle
Art Director
Claire Nellessen
Chief Creative Officer
Rick Albano
Creative Technologist
Jason Brush
Director of Photography
Larry Servin
Editor
Chris Ophoven
Executive Creative Director
Danielle Trivisonno Hawley
Executive Producer
Craig Jelniker
Product Designer
@BlueDrive (Matthew Pocock)
@KKSlider (Kalon Birtcher)
@MakaMakes (Liam McMahon)
@Nellaf (Nicholas Ferrara)
@Shride (Kasper Andersen)
@StormHawk (Måns Johan Vikman
@Tollmollia (Erik Elmers)
Social Media Manager
@DrLupo (Benjamin Lupo)
@Lachlan (Lachlan Power)
@One_Shot_Gurl (Julie Loock)
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