EXECUTION

We created the first 5-star branded island in Animal Crossing: New Horizons to help turn a virtual food waste problem into real meals for real people. For every spoiled turnip players dropped off, Hellmann’s Canada donated a real meal to Second Harvest food rescue to help feed someone in need.

We then spook-ified our island for Halloween and created scary food waste costumes (almost nothing is as scary as food waste).

We then did it again, but for the UK market and for Christmas. We created some ugly sweaters - because there's nothing uglier on the holidays, than food waste. Also it was narrated by Stephen Fry.

My Role: Art Director

RESULTS

Within a few days of our campaign’s launch, it had already featured on the front page of Reddit, AdAge and AdAge Top 5, Nintendo Life, Nintendo Dispatch, Campaign Live USA, Asia and UK, AdForum Top 5 of the Week, HypeBeast, PR Week, Business Insider, Mobile Syrup, Yahoo! Finance, The Canadian, Shack News, Strategy, Dual Shockers, Trendhunter, TecRobust, a Best on Best Ads on TV, and many other sites. It's also been shared thousands of times on Twitter.

Soon, even social media influencers began sharing their island tours on platforms like YouTube and Twitch. Some of the most notable included Chase Crossing, AbdallahSmash026 here and here, Shokupan, Atelier Rosette Streaming, Crystal Dreams, Steelo and Kri.