Overcooked: Live

Client: Make-A-Wish UK

One child every hour in the UK is diagnosed with a critical illness and becomes eligible for a life-changing wish. During Make-A-Wish UK’s fifth annual Wish 200 Week, we harnessed the power of gaming to turn awareness into action, using creators, community, and play to smash fundraising targets.

Our focus was Gaming Millennials, an audience that indexes 146% higher for Make-A-Wish UK than the general population. Rather than simply asking for donations, we created an experience they wanted to join, turning entertainment into engagement and generosity. As the campaign’s climax, we partnered with Team17 and Ghost Town Games to bring the hit game Overcooked to life through a livestreamed charity event. Top creators including Dan and Phil, BlackPanthaa, and Yammy donned chef hats to tackle donation-fuelled challenges as audiences battled the clock alongside them. We amplified reach with £25,000 of donated display ads and OOH QR codes driving instant stream access. Wish 200 Week raised over £380,000, enabling 200 wishes and hitting a five-year goal to fund 1,000 wishes. Overcooked Live alone raised £20,000, topped UK Twitch charts, and delivered 13,000 watch hours in 24 hours.