Sadly some of the war video game buildings look like some schools where Colombian children and teenagers study.
Pony Malta the official gaming malt beverage in the country that gives energy to children and the most popular at schools wanted to energize the schools where they study too.
Without touching the game code, we hacked the Battle Royale game mode in Free Fire to turn it into a new digital donation point.
In live streams, 4 famous gamers challenged their fans to collect and donate digital coins, throwing them inside buildings that look like real-life schools.
Digital coins that our Donation Squad picked up and Pony Malta turned into real money to renew some of the most needed schools in the country.
In this way, gaming proves that a war game and a digital mission can change the real world.
This professional campaign titled 'Donation Squad' was published in Colombia in April, 2022. It was created for the brand: Pony Malta, by ad agencies: Publicis Colombia and Publicis Groupe. This Experiential and Integrated media campaign is related to the Soft Drinks industry and contains 1 media asset. It was submitted almost 2 years ago by Copywriter: Sebastian Galindo of MullenLowe Mena.
Advertising Agency: Publicis Colombia
Production Company: Akira
Sound Studio: Laika
Managing Director: Christine Saouda
Chief Creative Director: Camilo Carvajal
DGC: Anderson Quiroga / Juan Afanador
Creative Lead: Sebastián Galindo
Account Director: Esteban Solano
Planning Director: Natalia Mendoza
Art Director: Karenth Quintero
Copywriters: Diana Sánchez / Sebastián Galindo
Editors: Daniel Mosquera / Jorge Galvis
Film Director: Juan Rueda
Sound Producer: Carlos Calvo
Influencer Managers: Jose Racioppi / Sebastián Betancur