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KIAF

Creative Award
Kyiv, Ukraine
UNITED24 - "#TheDonationMap" by KIAF 2024

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Title#TheDonationMap
BriefLaunched at a critical time, when Ukraine was in strong need for money and public opinion support, the campaign captured the spirit of solidarity with Ukraine, using cultural momentum to drive engagement and contributions. By “hacking” Fortnite, we made the message resonate beyond borders. Thanks to this activation, UNITED24 was at the center of conversations in a lot of countries and redefined direct engagement by blending entertainment with altruism.We wanted to leverage the fact that Fortnite is one of the most popular games in the world, but also to make the platform more than just a game. We aimed at creating a unique experience for the gaming community to make a difference. Actually, TheDonationMap reinvented Fortnite’s use, turning the game into an indirect fundraising platform.At its heart was a meticulous replica of Kyiv’s Independence Square, becoming a virtual symbol of resilience and a channel for direct aid. Unlike traditional methods, donations were generated indirectly: players contributed simply by playing or staying on the map, without spending money.In less than a month, TheDonationMap attracted over 100k players from 51 different countries. It secured the top #1 spot in Fortnite’s “hidden gems” for 24 hours and remained in the TOP #10 most searched maps two days after the launch.The map organically became a community hub for friendship, support, and expression, with players sharing moments of unity and dance.
Agency
Campaign #TheDonationMap
Advertiser UNITED24
Brand UNITED24

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