2021 Social & Influencer


Bronze Eurobest Award

Case Film

Presentation Image

Category A06. Not-for-profit / Charity / Government
Entrant BBDO Berlin, GERMANY
Idea Creation BBDO Berlin, GERMANY
Production SWEET FILMS Sao Paulo, BRAZIL
Name Company Position
Till Diestel BBDO Group Germany GmbH Chief Creative Officer
Kristoffer Heilemann BBDO Düsseldorf GmbH Creative Managing Director
Rod Henriques BBDO Düsseldorf GmbH Executive Creative Director
Pedro Americo BBDO Berlin GmbH Creative Director
Luis Paulo Gatti BBDO Berlin GmbH Art Director
Eduardo Balestra BBDO Berlin GmbH Copywriter
Ulrike Pohl BBDO Düsseldorf GmbH Account Director
David Muellenborn BBDO Berlin GmbH Agency Producer
Betty Zschirnt BBDO Berlin GmbH Art Buying
Bruno Pappa Sweet Films Producer
Andre Cellib Sweet Films Producer
Deco Artilheiro Sweet Films Film Production Creative
Alexandre Diniz de Souza Sweet Films Film Production Creative
- - DaHouse Audio Audio Production House / Music / Sound Design
Wonder Bettin DaHouse Audio Composer
Cassiano Derenji F. de Melo DaHouse Audio Audio Producer
Larissa Miranda DaHouse Audio Audio Producer

Why is this work relevant for Social & Influencer?

The gaming community is huge. Games, gameplay videos and streams are already giant media channels. And although it is getting common to see some brands exploring it, unfortunately, we still don't see many humanitarian causes talking to this audience. With our idea, by just giving a simple twist to the way people play the game, we managed to bring global attention to our cause, talking to millions of people around the world using the language they all speak. That is why we believe our idea is relevant for this category. 


The World Health Organization announced that recent organ donations correspond to less than 10% of the global need. Save One Person is a NYC based organization that connects living organ donors to patients waiting for a transplant by an app, and it decided to do something to change this. But in order to make a difference, bring awareness to the cause and make more people download the app, we had to go where the world's attention was: the Playstation 5. More precisely, the game Demon's Souls, a remake of the Dark Souls series, with more than 27 millions units sold. By using the mechanicals of the game in a whole new way, twoo streamers helped to bring awareness to our cause.

Describe the creative idea (30% of vote)

The Demon Souls is a game where players invade other player's worlds in order to kill them. The game is known to be the hardest ever made. And everything on it is designed to kill you. Even other players. That is one of the reasons people love to watch Demon's Souls gameplays, so they can see players raging when they get killed. Save One Person, an organization that connects living organ donors to patients by an app, saw in the game an opportunity to spread its message, by playing it in a whole different way. We invited twoo streamers and, instead of starting fights, they unexpectedly gave their opponents a revival item. As the gamers donate life in the virtual world, they spread the word that anyone can donate life in the real world too, by downloading the Save One Person app and registering as a living organ donor. 

Describe the strategy (20% of vote)

The gaming community is growing day by day. And it is also known for being a united community who cares about important issues around the world. So we decided to jump on the hype of the launch of the Playstation 5 and the remake of Demon's Souls. Our invited streamers started to invade other players' games, but instead of starting fights, they unexpectedly gave them a rare revival item. By giving a simple twist to the way the game is played, we caught the attention of tons of viewers all over the world, spreading the word of how important and easy it is to be an organ donor, making them download the Save One Person's App. 

Describe the execution (20% of vote)

By giving a simple twist to one of the hardest games ever made, Save One Person was able to show to players all over the world how important and easy it is to give others a second chance to live. The work ran on the biggest gaming platform: Twitch. Two streamers played the remake of Demon Souls in their lives. They invaded other players' games, but instead of killing them, they gave a rare revival item to their opponents. While they were playing, people were invited to download Save One Person's app. The action took place for around 12 hours. But after the stream, the video ran on other platforms, being played in 18 different countries. The debate also took place in forums all over the internet. 

List the results (30% of vote)

With this simple action, we manage to hold the attention of players and viewers all around the world. The idea impacted more than 2.4 million people around the globe. The video of the live stunt was watched in over 18 different countries. And Save One Person's website got around 520% more visitors and, the most important, it's app got an increase of 270% of downloads.