Judges were extremely impressed by this entry, not just because of the cause behind the campaign, but because of how this cause-led initiative was so successfully implemented into a popular game, with influencers spreading the message.
The combination of a branded gaming environment, a variety of influencers and charity mechanics created an impact in a virtual world as well as the real world.
During the time that the campaign took place, the pandemic meant that there was a rise of interest in gaming, making it the perfect time to execute such a campaign.