Singapore – BBDO Singapore and MOH Holdings have partnered with Livewire to launch a Fortnite Creative experience as part of the ‘The Power of Care’ integrated campaign.
In this industry-first partnership, the ‘Power of Care’ experience will have ‘healing’ as its ultimate power. The game will have players partner with each other as they traverse the customary map of Singapore, avoiding hazards and healing each other to complete the course.
The custom map used in the game is also one of the first maps to globally utilise the Unreal Engine for Fortnite to create precise 3D models and sculptures to recreate the iconic Marina Bay cityscape.
Some local, high-profile gaming influencers like Supercatkei have also jumped on board with the campaign, sharing their gameplay experiences and personal healthcare stories with their followers.
BBDO Singapore and MOH Holdings experience inside Fortnite Creative is part of their efforts to forward the ‘Power of Care’ campaign, which aims to cultivate a newfound appreciation for the healthcare profession as a career choice. The campaign spotlights everyday heroes such as nurses and allied health professionals working across acute and community care settings to transform and empower lives.
The Power of Care integrated campaign also includes brand film, outdoor, and digital with social and on-ground activations.
The film shows the transformative power of care in life’s most vulnerable moments. Meanwhile, the series of out-of-home (OOH) visuals pays tribute to healthcare professionals and their unwavering dedication and commitment to their profession.
The ‘Humans of Power’ series and the ‘The Care Identity’ digital activation, on the other hand, focus more on the raw human-centric stories of healthcare workers, highlighting both well-known and lesser-known roles within the sector.
Also part of the campaign, MOHH introduced an immersive roadshow activation, ‘The Care Adventure’, to bookend the campaign. The roadshow activation engages visitors, particularly students, with interactive games that also give them a look into the world of healthcare professionals.
Speaking on the campaign, Gareth Leeding, chief innovation officer at Livewire, said, “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. The recreation of Singapore is mind-blowing. It really does demonstrate the power of UEFN to immerse players in both story and experience.”
Tay Guan Hin, creative chairman at BBDO Singapore, also 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.”
