Skins for Charity

Name                     Company         Position                           Role Andreas Dahlqvist NORD DDB      CEO & CCO                    CEO & CCO Jens Welin             NORD DDB      Senior Client Director     Senior Client Director Jeanette Ytterman NORD DDB     Client Director                 Client Director Stina Nyberg          NORD DDB    Client Manager                Client Manager Joel Ekstrand         NORD DDB    Creative lead                    AD Petter Dixelius        NORD DDB    Creative Lead                  Copy Johan Leborg         NORD DDB    Copywriter                       Copywriter Sofia Nordström     NORD DDB    Art Director                      Art Director Tobias Bergenwall  NORD DDB   Creative Producer            Creative Producer Jesper Andersson  NORD DDB    Head of Communications Planning Client Director & Strategy Lead Christoffer Åhlund  NORD DDB    Digital Client Director       Digital Client Director Victor Söderblom   NORD DDB    Digital Client Manager      Digital Client Manager Patrik Cederling     NORD DDB    Designer                           Designer Beau Roberts         NORD DDB    3D-artist                           3D-artist Nardos Tekle          NORD DDB   Community Manager        Community Manager Alexander Olsson Nelin  NORD DDB  Content Creative         Content Creative Sofie Hammers      NORD DDB    Content Strategist            Content Strategist Mirjana Stanicis     NORD DDB    Content Creative               Content Creative Aynus Isayeva        NORD DDB    PR Strategist                    PR Strategist Dev Malhotra         Stockholms Auktionsverk  Chief Marketing Officer   Chief Marketing Officer Lisa Palm Danielsson Ronald McDonald House Charities General Secretary  General Secretary

Skins for Charity was an activation campaign based around a charity auction for Ronald McDonald House Charity where some of Sweden’s most influential e-sport stars donated their skins and activated their own communities to promote the auction. The auction itself was both a live and digital event where anyone could place a bid on the precious digital artifacts. The Ronald McDonald House Charity provide homes away from home for families with sick children. Here families can get a sense of everyday life and gaming has become a big part of that. To raise money for the houses we chose to collaborate with a new generation of sport stars for this year’s fundraising campaign. Instead of footballer donating his/hers shirt we got some of Sweden’s biggest e-sport stars to donate their precious CS:GO skins. So we could reach a completely new target audience and to raise awareness for a charity organization which is forced to turn down hundreds of families with sick kids every year due to lack of funds to build new homes. With the help of professional CS:GO players Olofmeister, f0rest, GeT_RiGhT, Nessa, fragaria, Niffonen, Jaegarn and friberg, we created a charity auction at Sweden’s most notorious auction house that dates back to 1674. Here, we sold the players favorite CS:GO skins to the highest bidder and donated all proceeds to Ronald McDonald House Charity – turning these leathal looking objects into potential life savers. Skins is a collective name for cosmetic objects in-games. They are traded and exchanged between players and collectors. The value is largely determined by provenance and rarity. Just like everything else that is sold at Stockholms Auktionsverk. Therefore the objects accurate detailing was important. We also chose to give our skins an enhanced look and finish. Partly to increase their status and value, but also to create a clash when we took the digital world into a completely new context - the traditional auction world.