Zilveren Kruis Shield Bar

Ever asked a gamer for their most valuable possession? many of them would gladly tell you about their in-game cosmetics, or in the more common mouth: skins.

Skins are used by gamers to represent themselves in the digital world, they are often obtained by investing real money or spending significant time in game to achieve them.

Combining the love for in-game skins with another gaming phenomenon called shields – a protective layer that players can apply to their characters to protect them from losing health – which allows them to keep their in-game characters, and their skins, completely safe.

While gamers go through great lengths to protect their in-game characters, many forget about it in real life. To raise awareness about the fact that 1 out of 5 people will develop skin cancer - something that can be prevented by applying skin protection - Zilveren Kruis brought the shieldbar (the indication of how much shield your character has in-game) into real life.

To kickstart this campaign and spread awareness, influencer Qucee introduced the Shield Bar through this kick-off video. In this native branded reel on Instagram, Qucee highlighted the importance of using sunscreen and showed how this fills your IRL shield bar. The video ends with the announcement that Zilveren Kruis will be present at TwitchCon.

On the expo floor of TwitchCon, we created an actual shield bar that was modeled after a ramen bar that you would find in any anime game or series. By combining game culture with Zilveren Kruis and sunscreen, we sparked the interest of Twitch enthusiasts and gamers. This enticed them to enter the shield bar and discover a 360-degree video booth. Here, they recorded a video including a special Zilveren Kruis overlay, which they received directly on their phones. Ready to share with their followers and spread awareness.

Results

500+ spinner videos created and shared
10.000 TwitchCon visitors saw the booth
20.000+ international Twitch livestream viewers