CRIS Cancer Foundation spells Doom for leukaemia
Through Cheil Worldwide Spain, iconic FPS Doom Eternal is given an inspired mod to immerse the gaming generation in the experience of leukaemia.
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Credits
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- Agency Cheil Worldwide/Madrid
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Credits
powered by
- Agency Cheil Worldwide/Madrid
- Executive Creative Director Alejandro Di Trolio
- Creative Director Sergio Villarrubia
- Creative Alvaro Martinez
- Creative Supervisor Alvaro Martínez Berganza
- Creative Supervisor Estanislao Bollain de la Vega
- Creative Diego Lezewski
- Copywriter Teresa Lopez
- Copywriter Julen Borge
- Copywriter Aitor Carreira Gandia
- Art Director Maria Lempicka
- Art Director Irene San Jose
- Art Director Andrea Pisarro
- Producer Alberto Sanchez
Credits
powered by
- Agency Cheil Worldwide/Madrid
- Executive Creative Director Alejandro Di Trolio
- Creative Director Sergio Villarrubia
- Creative Alvaro Martinez
- Creative Supervisor Alvaro Martínez Berganza
- Creative Supervisor Estanislao Bollain de la Vega
- Creative Diego Lezewski
- Copywriter Teresa Lopez
- Copywriter Julen Borge
- Copywriter Aitor Carreira Gandia
- Art Director Maria Lempicka
- Art Director Irene San Jose
- Art Director Andrea Pisarro
- Producer Alberto Sanchez
First-person shooter Doom has been providing gamers with demonic target practice for nearly 30 years, but it's never really set its sight on moral messages other than 'hellspawn from Mars = bad".
However, with their innovative mod, The CRIS Cancer Foundation and Cheil Worldwide Spain have created The Battle Inside; a challenge to ‘fight cancer to beat cancer, with gameplay altered to take place inside the body where it imitates the struggle against leukaemia.
Cheil created the mod over a 12 month period involving deep research into the microscopic details of Leukaemia cells and their behaviours that were then accurately characterised to bring new characters to the Doom experience. The development of the mod combined in-house and specialist external dev skills to bring the internal physical battle to life; blending high-quality renderings of new characters into the existing Doom universe and leaning into the game’s fast-paced gameplay.
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Above: In-game footage of the mod in action.
“The battle inside is an idea that seeks to show the cruelty of cancer in young people," comments Marta Cardona Patau, Director, CRIS Foundation, "but it is also an idea that wants to generate awareness about the disease that for many is ignored and above all to raise funds to continue research, because we believe that cancer can be eliminated, we need to do a lot of research to get there.”
“Through an iconic video game, we’re able to raise awareness about leukaemia for a new audience," notes Alejandro Di Trolio, Executive Creative Director, Cheil Worldwide Spain. "CRIS is an exceptionally innovative organisation and we wanted to truly engage younger generations with the fantastic work it does in the most innovative and impactful way. We were inspired by the challenge of modifying a game featuring death and violence and transforming it into one which speaks of hope, life and awareness.”
“People are numb to traditional charity advertising that simply tells people about yet another issue in the world," adds Malcolm Poynton, Global CCO, CheilWW. "The Battle Inside mod changes everything by immersing the gaming generation in the experience of leukaemia, so they not only understand the epic battle but in doing so develop true empathy for patients and the need for innovative research. This will no doubt prove a more potent way to gain the support from the very people Leukaemia attacks, teens.”
The Battle Inside dropped on March 3, 2022 and can be downloaded at thebattleinside.es.
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