Online video game Fortnite is flipping itself on its head with a new campaign where instead of killing, players are healing others instead.
Titled "The Power of Care", the campaign is aimed at connecting individuals on a deeply personal level to inspire a newfound appreciation for the healthcare profession as a career choice.
As part of the integrated campaign, players must travel a custom map of Singapore, avoiding hazards and healing each other to complete the course.
The custom map was also one of the first maps globally to use Unreal Engine for Fortnite to create precise 3D models and sculptures to faithfully recreate the iconic Marina Bay cityscape, it said.
The custom-game mode also saw several local high-profile gaming influencers jumping on board, with user 'Supercatkei' and more sharing the epic gameplay and personal healthcare stories with their followers.
“What’s incredibly exciting about this experience is that for the first time, we’re flipping the rules of Fortnite Creative on its head, proving that gaming can be for good," said Gareth Leeding, chief innovation officer at Livewire.
"The recreation of Singapore is mind-blowing. It really does demonstrate the power of UEFN to immerse players in both story and experience.”
Prior to Fortnite's inclusion, "The Power of Care" was a joint effort between BBDO Singapore and MOH holdings.
The campaign shone light on everyday heroes including nurses and allied health professionals working across acute and community care settings.
The campaign released a brand film that transcends traditional storytelling and revealed the transformative power of care in life's most vulnerable moments.
It also includes a series of out-of-home visuals that pay tribute to healthcare professionals and their unwavering dedication.
BBDO Singapore’s creative chairman Tay Guan Hin shared, "We're thrilled to bring a fresh perspective through this campaign - one that honours our healthcare professionals and their spirit of care and collaboration."
"Through all this, we're not just celebrating healthcare professionals - we're inspiring a new generation to consider the profound impact they can have in this industry," he continued.
Lately, brands have tapping into gamers and the gaming community for campaigns. In January, petroleum jelly-based skincare brand Vaseline partnered with popular Thai-based gamers to delete their in-game cosmetic changes to characters or items called 'skins' to raise awareness of the critical scarcity of skin donations.
The campaign, titled, "Skins for Skin", also aims to respond to how Thailand is grappling with the highest burn-related mortality rate in Southeast Asia, according to a statement from the company.
Done in collaboration with Ogilvy Singapore, "Skins for Skin" saw gamers such as 'Mokuchi' and 'Thames Malerose' use only their basic skins to mirror the scarcity faced by burn victims which were noticed by fans during live streams of their playthroughs to spark conversations about the issue.
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