Overcooked Live

Client: Make-A-Wish UK

One child every hour in the UK is diagnosed with a critical illness that makes them in-line for a wish. We harnessed the power of gaming for good. We served up gaming, cooking and well-loved creators to smash fundraising targets for Make-A-Wish UK during their fifth annual Wish 200 Week.

We identified that Make-A-Wish UK indexes +146% higher with Gaming Millennials, making this audience the perfect focus for fundraising. We wanted to produce a campaign that we knew they would love, so we could help Make-A-Wish UK make dreams come true across the nation. As the grand finale of Wish 200 Week, we partnered with Team 17 and Ghost Town Games to bring their beloved gaming IP ‘Overcooked’ -- a game where players are chefs, working to complete challenges all battling the clock and a multitude of kitchen obstacles, to life. Top creators including Dan and Phil, BlackPanthaa, and Yammy, slipped on chef hats to tackle donation-driven challenges. We negotiated with our trusted partners and secured £25K in display ads from IGN, Future, Playwire, and Venatus, and £111K in OOH, with QR codes serving as instant portals to the livestream. Wish 200 Week raised over £380,000, sufficient to grant 200 wishes, but also reached a five-year target to raise enough funds that could grant 1,000 wishes for children living with critical illnesses. Overcooked Live raised £20,000 on the night alone through public donations to the stream, topping UK Twitch charts, and generating 13,000 watch hours in the first 24 hours.