THE BATTLE INSIDE
To make visible the battle faced by thousands of young people with leukemia every year, we launched #TheBattleInside with the CRIS Against Cancer Foundation.
A mod that reproduces the hardest battle: the fight against leukemia.
A disease that, despite the fact that 80% of patients overcome it, still kills more than 40,000 young people every year.
We have modified the DooM Eternal videogame to raise funds for research and defeat leukemia.
A gaming experience where participants can immerse themselves inside the body of a patient and fight against malignant cells and infections.
The mission of the players in this battle is to fight and defeat leukemia in the video game. They will face a particularly aggressive case. As the disease progresses, the more enemies they will fight and the less healthy they will be.
AWARDS
2022
Bronze. Health & Wellness, Cannes Lions
Shortlist. Pharma, Cannes Lions
Bronze. Online & Mobile, The One Show
Bronze. Branded Entertainment & Content (Health & Wellness), Clio Awards
Gold. Branded Content Digital, El Sol
Gold. Digital Production, El Sol
Silver. Activation and Brand Experience, El Sol
Bronze. Best Use of Digital PR, El Sol
Bronze. Innovation in Branded Content, El Sol