The creative idea centered around using Fortnite’s creator monetization system to raise funds for Ukraine. By recreating Kyiv’s most iconic square, Independence Square, within the game, the campaign offered gamers a unique opportunity to contribute to the real-world cause of rebuilding the Prybuzka ambulatory clinic. The map became a virtual symbol of resilience and a channel for direct aid, with players contributing simply by playing or staying on the map. This innovative use of Fortnite’s platform turned the game into an indirect fundraising tool, amplifying the brand message through a win-win activation where gamers earned XP and UNITED24 received funds.