Cannes Lion
🎗Shortlisted for Innovation
Clio Entertainment
🏆 Grand Clio
🥇 Gold
🥇 Gold
One Show
🎗Merit
🎗Merit
🎗Merit
National ADDY
🏆 Best of show
🥇 Gold
🥇 Gold
🥇 Gold
The International Red Cross had lost relevancy with younger generations. So we took our life-saving mission to their battlefield. We transformed the biggest video game in the world, where over 350 million people play soldier and killing is the goal. And for the first time ever, players win by saving lives instead of taking them.
But changing the game in an authentic way meant we had to build Liferun with the help of the gaming community. So, we partnered with the best amateur game builders in the world to translate our real-life missions into Fortnite. As Red Cross workers, players race to complete action-packed missions and can even donate in-game.
Then, gaming’s top influencers lent their skills and followers, pro bono, to make the launch of Liferun a legitimate, pro-gamer-approved event. They played a live tournament at PAX, the biggest gaming conference in the world, and broadcast the livestream to their collective 20 million followers.
Liferun allowed players to experience the other side of war, and created a whole new generation of heroes.
ART DIRECTOR
Claire Nellessen
CREATIVE DIRECTOR
Danielle Trivisonno Hawley
Rick Albano
HEAD OF INNOVATION
Jason Brush
DIRECTOR OF PRODUCTION
Craig Jelniker
ICRC PUBLIC RELATIONS
Chris Hanger