The One Show
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Category
Experiential / Virtual Events
Annual ID
OS23_DM022S
About the Work
Call of Duty's non-profit program has helped veterans land high-quality jobs after their retirement. In 2022, they reached the 100K milestone of veterans who benefitted from this plan.
So, to celebrate these veterans, we did what many non-profits do: we hosted a charity race. But instead of our race taking place on a track, it happened inside Call of Duty - the most popular video game in the world.
The “Veteruns 100K” charity race started on Memorial Day, and for the first time ever, we asked players to drop their guns and run for our veterans. For every 10km that people ran, Activision donated $1 towards the Endowment Program—helping the next 100K veterans.
Call of Duty's proprietary system automatically tracked the number of kilometers each player ran. We even partnered with Twitter and used the data to create personalized messages for every player. Players also got rewarded with different in-game items for every checkpoint they crossed.
After 10 days, 8 million unique gamers participated in Veteruns 100K, running a total of 227.6 million kilometers. We raised over one million dollars to help the next 100,000 veterans, making Veteruns 100K the biggest and the most successful charity race in history.
2023 Awards
Total Points: 21
Silver Pencil
Credits
Agency
GUT / Los Angeles
Client / Brand
Call of Duty: Endowment / Santa Monica
Production Company
Bot Animation / Alpharetta
Art Director
Matias Cachiquis
Susana Vasquez
Copywriter
Wonsik Cho
Chief Creative Officer
Pelle Sjoenell
Chief Marketing Officer
Fernando Machado
Creative Director
Alexander Allen
Andy Tamayo
Carlos Ibanez
Executive Creative Director
Ariel Abramovici
Bruno Acanfora
Executive Producer
Jack Cutler
Producer
Solana Froment
Associate Director Digital Marketing
Brian Shanahan
Associate Director of Engineering at Activision Blizzard
Raghu Harwadekar
Chief Intelligence Officer
Christian Pierre
Chief of Staff to the Chief of Marketing Officer at Activision Blizzard
Michael Maggitti
Co-Founder & Creative Chairman
Anselmo Ramos
Creative Development Manager
Carolina Perez
Director, Corporate Social Responsibility & Call of Duty Endowment Marketing
Helene Imperiale
Engineering Manager, Front End Development at Activision
David Villatoro
Executive Director for Call of Duty Endowment & Vice President at Activision Blizzard
Dan Goldenberg
Front End Developer at Activision
Luis Gomez
Front End Engineer at Activision
Cristina Lester
Gaming Analyst
Carlos Encalada
Global Chief Strategy Officer & Partner
Fernando Ribeiro
Group Account Director
Monique Beauchamp Estrella
Head Of Production
Renata Neumann
Head of Resourcing
Junia Parodi
Management supervisor
Vivienne Pestana
Managing Director, Global Chief Client Officer & Partner
Carmen Rodriguez
Motion Graphic Designer
Xavier Arteaga
North America CCO & Global Partner
Juan Javier Peña Plaza
Ricardo Casal
President
Neil Wood
Production Coordinator at Activision
Mia Lucille Ramos
Quality Assurance Lead
Nate Young
Senior Data Analyst - Player Science at Activision
Garrett Hammond
Senior Director of Production - Call of Duty at Activision
Scott Krager
Senior Director, Corporate Communications at Activision Blizzard
Kelvin Liu
Senior Director, Head of Digital / Social Marketing for Call of Duty
Matt Gilhooley
Senior Manager, Multi-Franchise Communications, EMEA at Activision Blizzard
Azia Calderhead
Senior Producer at Activision
Jonathan Butcher
Senior Software Engineer at Activision Blizzard
Kris Davidsohn
Senior Talent Professional
Lily Torres
Senior Talent Sourcer - Activision Blizzard
Jagadish Kagitala
Social Community Manager
Dex Badgett
Social Engagement Marketing Manager
Grace Dustin
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