- 29/06/2026
Virtual Donors
Jonathan d’Oultremont, President of the Experience jury for the Creative Belgium Awards 2026: “This campaign takes a universal gaming insight and turns it into a powerful awareness tool. It’s an idea that is both simple and unexpected. It proves that when an idea is rooted in an existing behavior, it can create an immediate impact—both emotionally and socially. In short, it’s a beautifully crafted campaign built on a strong insight that everyone instantly recognizes.”
Virtual Donors transforms an abstract real-life decision into a clear and intuitive gaming experience. After officially registering as a donor, players unlocked custom mods in Fortnite, Minecraft, and Baldur’s Gate 3. This mod added a heroic layer to the game: when a player’s character died, up to eight teammates were revived, translating real-world impact into the language of play. No explanation needed. The mechanic mirrors how multiplayer games already work, making it instantly understandable
- Creative Belgium Awards 2026
- Gold, Brand Experience
- Gold, Digital Craft
- Silver, Digital
- Silver, Direct
- Silver, Media
- Bronze, Brand Experience
- Bronze, Culture & Social Behaviour
- Bronze, Media
- Agency: AKQA Brussels
- Client: Re-born to be Alive
- Clients: Raymond Van Ryckel, Stephanie Ceustermans
- ECD: Peter Ampe
- Creative Director: John Benois, Kenn Van Lijsebeth
- Creative: Familie Leysen
- Account: Roozbeh Ahmadi
- Design Director: Jan Sidgwick
- Designer: Antoine Le Grelle
- Head of Digital: Joachim François
- Social Lead: Evelien Peeters
- UX Designer: Wies Dickens
- Web Development: Arno Van Biesen, Sebastiaan Weytjens, Judith Bosmans
- Technical producer: Gregory Pin
- Head of Productions: Olivia Naudts
- Producer: Thomas Taeymans
- Editor: Sam De Backer, Ward Geerts
- Head of PR: Anneleen Coppens
- Senior PR manager NL: Astrid Jacobs
- Senior PR manager FR: Alexandra Goffart
