Karta's joint Roblox project with Nord DDB Stockholm and Ronald McDonald House was awarded second place in Resumé's April 2023 Campaign of the Month article.
Seeing the opportunity to enhance the families' experience at a Ronald McDonald House accommodation, the charity wanted to build a virtual experience that enabled kids to connect with their everyday life whilst raising awareness of the work the charity does. The charity approached Nord DDB Stockholm and Karta to create this metaverse and help raise awareness through a nationwide omnichannel campaign in Sweden.
Launched in November 2022, Ronald McDonald House in Roblox is a colourful multi-storied house complete with more than 6 outdoor environments. Taking inspiration and input from patients staying at one of the 6 Ronald McDonald Houses in Sweden, the experience also has mini-games and bespoke Ronald McDonald House Roblox features that were auctioned Ronald McDonald House Foundation Gala.
Malin Berg, Art Director of Dentsu Creative, a judge at Resumé's Campaign of the Month said 'many brands want to venture into the metaverse, but in this (Ronald McDonald House) case it actually serves a higher purpose'.
Another judge, Chris Hagberg, Art Director at Post said 'Trends run the risk of appearing boring and flat quite quickly. Metaverseifying physical locations is an example of that. But there are exceptions. Ronald McDonald House in Roblox is one such. Welcoming sick children and their classmates to a platform that is associated with joy and play becomes an addition and creates added value to the physical houses. A heartwarming idea that can really help'.