In this creative collaboration, Ogilvy UK introduced influencers into a unique gaming solution that aimed to tackle the issue of food waste in the UK. The message had the intended effect, with 67% of people saying they would think differently about their food waste habits as a result.
Animal Crossing was an extremely popular game at the time of the campaign, which took place over the Christmas period. The easy and innovative in-game donation mechanism, led by influencers, allowed the community to unite for the cause, and raise an incredible 50,000 meals for people in need at Christmas.
Hellmann’s Island saw an interactive, innovative in-game activation capitalise on trending popularity, as well as succeeding in supporting an important cause.