BBDO Singapore, MOH Holdings highlight healthcare heroes with Fortnite

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SINGAPORE — When the “Power of Care” campaign was launched, it was designed to connect individuals on a deeply personal level and to inspire a newfound appreciation for the healthcare profession as a career choice. A joint effort between creative agency BBDO Singapore and healthcare institution holding company MOH Holdings, the campaign highlighted everyday heroes, including nurses and allied health professionals working across acute and community care settings to transform and empower lives.

In an industry-first, BBDO Singapore partnered with Livewire to turn Fortnite, the famous battle royale, on its head. For the first time in Fortnite Creative, the ultimate power is to heal. Partnering with friends, players must traverse a custom map of Singapore, avoiding hazards and healing each other to complete the course. The custom map was also one of the first global maps to use Unreal Engine for Fortnite to create precise 3D models and sculptures to recreate the iconic Marina Bay cityscape faithfully.

The custom-game mode also saw several local high-profile gaming influencers jump on board, with Supercatkei and more sharing the epic gameplay and personal healthcare stories with their followers.

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Gareth Leeding, Chief Innovation Officer at Livewire, said, “What’s incredibly exciting about this experience is for the first time, we’re flipping the rules of Fortnite Creative on its head, proving that gaming can be for good. The recreation of Singapore is mind-blowing. It really does demonstrate the power of UEFN to immerse players in both story and experience.”

In the recent Creative Circle awards held in Singapore, it picked up one Gold for the Best Use of Metaverse and two Silvers in the Digital & Mobile categories.

The Power of Care integrated campaign includes film, outdoor, and digital with social and on-ground activations.

By breaking free from the standard portrayal of caregiving, the film transcends traditional storytelling, revealing the transformative power of care in life’s most vulnerable moments.

A series of out-of-home visuals were developed to pay tribute to healthcare professionals and their unwavering dedication.

The refreshed “Humans of Power” series and the “The Care Identity” digital activation focus on raw human-centric stories of healthcare professionals, highlighting both well-known and lesser-known roles within the sector.

MOHH also introduced an immersive roadshow activation to bookend the campaign: The Care Adventure. The roadshow was designed to provide visitors, particularly students, with a glimpse into the world of healthcare professionals and engage them through interactive games.

BBDO Singapore Creative Chairman Tay Guan Hin shared, “We’re thrilled to bring a fresh perspective through this campaign, one that honors 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.”