Учасник: Nord DDB Stockholm AB
Країна: Швеція
Блок/Конкурс/Категорія: C. POSITIVE CHANGE / C02. POSITIVE CHANGE – NON-PROFIT / C02-04. OUT OF HOME ADVERTISING
Нагорода: Shortlist
Рекламодавець/Бренд: McDonalds / Ronald McDonald House Charities
Рік: 2021
Креативна команда:
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
Креативна ідея:
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.