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 BBDO Singapore and MOH Holdings Pte Ltd, the campaign shone light on our everyday heroes, including nurses, allied health professionals working across acute and community care settings, to transform and empower lives.
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 maps globally to use Unreal Engine for Fortnite to create precise 3D models and sculptures to faithfully recreate the iconic Marina Bay cityscape.
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.
Gareth Leeding, Chief Innovation Officer, 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 1 Gold for the Best Use of Metaverse and 2 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.
BDO Singapore’s creative chairman Tay Guan Hin shares, “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.”
Visit www.powerofcare.sg to see the full campaign.
CEO: Melvin Kuek
Creative Chairman: Tay Guan Hin
Creative Group Head (Copy): Ivan Ng
Creative Group Head (Art): Amanda Ler
Account Director: Annabelle Tan
Brand Strategist: Shermaine Law
Agency Executive Producer: Sariyanti Sannie
Agency Producers: Kim Teo, Una Yoon
MOH Holdings Pte Ltd
The P Film Company
Director: Roslee Yusof
Executive Producer: Aundrea Bligh
Director of Photography: Wong Chun Leong
Assistant Producer: Rachel Moore
Production Manager: Terence Tan
Casting Director: Vivian Phua
Post Production: Alex O’Shaughnessy, Ben Chesters, Mervyn Lim, Christian Leiva, Ting Lee Hwee
Audio: MassiveMusic Singapore // Donny Pereira, Sheryl Lim, Ryan Dickinson, Silvio Uboldi, Damian Enemark
Livewire Gaming Australia Pte Ltd
Global Chief Innovation Officer: Gareth Leeding
Head of Strategy, SEA: Abdul Rahman
Co-Founder, Publisher & Partnerships: Brad Manuel
Global Creative Director: Rob James
Client Solution Lead: Andrew Wray
Head of Media Monetisation APAC: Marcus Wong
Graphic Designer: Mark Conrad
Head of Strategy, ANZ: Chris Johnston