The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Use of Gaming as a Tool
Annual ID
OS23_GA011B
About the Work
Every year in France, 15.000 cats are abandoned and struggle to survive.
Stray, the most popular video game of 2022, starified one of them, a one-of-a-kind stray cat living an extraordinary adventure full of happy moments… But unrealistic.
La SPA, the main French animal protection NGO, is used to alerting public opinion, and always does so on a large scale via TV and poster campaigns. But not this time.
The NGO had to modify the gameplay of Stray to depict what stray cats truly goes through and introduced #AdoptAMod, the first mods making gamers play the real life of stray cats.
La SPA first recreated 3D models of abandoned cats waiting for adoption and made them playable to showcase in-game what they endure in real life.
Then alternative stray heroes were sent to streamers who exposed the suffering of these stray animals. And finally casual players started to download the mods and experiment this gameplay, making the public aware about these cats’ terrible conditions.
The modelized cats got adopted in 24 hours and their story helped all the other ones.
Even the game creators noticed the campaign and La SPA is now discussing to add more real stray cats in the game because their virtual hero could highlight other real heroes to adopt.
Stray, the most popular video game of 2022, starified one of them, a one-of-a-kind stray cat living an extraordinary adventure full of happy moments… But unrealistic.
La SPA, the main French animal protection NGO, is used to alerting public opinion, and always does so on a large scale via TV and poster campaigns. But not this time.
The NGO had to modify the gameplay of Stray to depict what stray cats truly goes through and introduced #AdoptAMod, the first mods making gamers play the real life of stray cats.
La SPA first recreated 3D models of abandoned cats waiting for adoption and made them playable to showcase in-game what they endure in real life.
Then alternative stray heroes were sent to streamers who exposed the suffering of these stray animals. And finally casual players started to download the mods and experiment this gameplay, making the public aware about these cats’ terrible conditions.
The modelized cats got adopted in 24 hours and their story helped all the other ones.
Even the game creators noticed the campaign and La SPA is now discussing to add more real stray cats in the game because their virtual hero could highlight other real heroes to adopt.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Havas Play / Puteaux
Client / Brand
La SPA / Paris
Art Director
Quentin Clausse
Copywriter
Nil Nivière Schouvaloff
Chief Creative Officer
Fabrice Plazolles
Motion Designer
Chloé Mencarelli
Project Manager
Clément Dauchez
Rayane Zidani
Thibaud Gounod
Brand Director
Ugo Medioni
Communication manager
Marie Basset-Chercot
Head of Gaming & eSport
Pierre Acuña
Influence & PR Officer
Celine Tran
Marketing & Communication Director
Elise Loquetor
PR & influence director
Audelia Leloup
President
Stéphane Guerry
Related Awards
