Instead of using the old donation box for foreign coins, we encourage people to use all their coins to play arcade games and at the same time donate money to the Red Cross.

Swedavia Swedish Airports and the Red Cross have had a partnership for years, something few people know bout. Our brief was to promote the partnership and increase liking for both brands.

The simple image of the Charity Arcade hit a nerve online, and is one of the very few campaigns that can claim being number one on all of Reddit, and more upvoted than the latest Star Wars trailer on Sweden’s largest blog-network. This sparked a massive, 100 percent organic buzz, after two weeks the reach was over 350 million people, putting the Red Cross and the Swedish Airports in the global spotlight together.

To re-vitalize the partnership, we used something they’ve already had together for decades: The transparent donation boxes for foreign coins at the airports. We rebuilt them into arcade classics, making it possible to play Ms Pacman, Galaga and Space Invaders with any coin from the entire world.