“Allergy Royale” was my submission with collaborative partner Youssef Mahmoud to the 2019 Cannes Young Lions Competition. The mission was to promote End Allergies Together (E.A.T.) as a non-profit focused on funding and finding cures for food allergies.
The “big idea” was to use Fortnite, a popular online video game with global reach and huge demographic appeal, as a vehicle for promotion. In-game merchandise available on the digital shop would give players the chance to show-off “E.A.T.” brand assets during play, and the proceeds would go to help fund “E.A.T.” itself.
Step 01: Rally The Troops
Fortnite influencers, like NINJA and DrLupo will host a Twitch stream-a-thon to generate hype and build awareness around the new event. Through additional Facebook and Instagram posts, users will then have the opportunity to see the new drop and get involved.
Step 02: Ignite the Flame
In Fortnite, apples are normally a health-boosting necessity. However, the first apple that a player eats during Allergy Royale will trigger a reaction that slowly knocks their character down, simulating an allergic reaction.
Step 03: Fight for the Cause
Upon exiting the match, gamers will have gained a new perspective on the effects of food allergies and will be able to purchase the exclusive champion bundle. Gamers can then run head first into the next match sporting their new skin and spreading the word.