The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Community Building
Annual ID
OS23_GA020M
About the Work
In 2021 gamers spent +91K million dollars on video games. The 2022 budget for education in Colombia is only 13K million dollars. This is reflected in schools' infrastructure that is in the same condition as the buildings in a war game like Free Fire.
Pony Malta, the malt beverage with vitamins most consumed in schools that fills teenagers with energy, also wanted to fill with energy the schools where they studied.
So we hacked the video game using the similarity between the game's and schools' buildings to create a new game mode that turned Battle Royale rounds into donation days and the buildings of the game into virtual representations of one of the neediest schools in the country.
How did we do it? Through 4 streamers and for +24-hours, we invited players to collect digital coins, and instead of spending them on weapons, medkits, or reviving their teammates, leave them inside the buildings that represented the school, where the Streamers that were part of our Donation Squad would pick them up.
The +340K coins collected were converted into real money that we donated to the school and with which we significantly improved the infrastructure of the buildings, classrooms, and courts of the school, so that they no longer look like something out of a war game.
This is how we demonstrate that a digital mission can impact the real world and that video games can be constructive.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Digitas / Bogota
Production Company
Akira / Bogota
Music / Sound Production Company
Laika / Bogotá
Copywriter
Sebastian Galindo
Chief Creative Officer
Camilo Carvajal
Creative Director
Jose Racioppi
Sebastian Betancur
Designer
Karenth Quintero
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