Pony Malta - "Donation Squad"

Publicis Colombia

Publicis Colombia Bogota, Colombia

Awards

1484

Brand: Pony Malta
Country: Colombia

Advertiser: AB In-Bev

Title	Donation Squad
Agency	Publicis Colombia
Campaign	Donation Squad
Advertiser	AB In-Bev
Brand	Pony Malta
Date of First Broadcast/Publication	2022 / 4
Business Sector	Soft Drinks, Tonics
Story	Sadly some of the war video game buildings look like some schools where Colombian children and teenagers study. Pony Malta the official gaming malt beverage in the country that gives energy to children and the most popular at schools wanted to energize the schools where they study too. Without touching the game code, we hacked the Battle Royale game mode in Free Fire to turn it into a new digital donation point. In live streams, 4 famous gamers challenged their fans to collect and donate digital coins, throwing them inside buildings that look like real-life schools. Digital coins that our Donation Squad picked up and Pony Malta turned into real money to renew some of the most needed schools in the country. In this way, gaming proves that a war game and a digital mission can change the real world.
Philosophy	Donation Squad. A new mission that turned a video game into a donation center.
Problem	Sadly some of the war video game buildings look like some schools where Colombian children and teenagers study.
Result	Pony Malta converted those digital coins into real money and donated it to 8 Schools, renewing 40 classrooms, donating +400 desks, restoring 20 buildings, 10 workshop, and renewing 6 basketball court. With these improvements, +47K students benefited. 100% of positive feelings about the activation led Free Fire to join at the end by donating money, while 4 other malt beverages decided to replicate the activation in Mexico, Peru, Brazil, and Ecuador, helping more schools across Latinamerica. Finally, thanks to this action we got +6M impression.
Media Type	Gaming
Length	135 seconds
Market	Mexico, Brazil, Colombia, Ecuador, Peru
Managing Director	Christine Saouda
Chief Creative Officer	Camilo Carvajal
General Creative Director	Anderson Quiroga
General Creative Director	Juan Afanador
Associate Copywriter	Sebastián Galindo
Account Director	Esteban Solano
Planning Director	Natalia Mendoza
Art Director	Karenth Quintero
Copywriter	Diana Sánchez
Video Editor	Daniel Mosquera
Video Editor	Jorge Galvis
Director of Film Production	Juan Rueda
Sound Production	Carlos Calvo
Influencer Manager	Jose Racciopi
Influencer Manager	Sebastián Betancur