At Christmastime in the UK, brands spend millions of pounds competing for consumers’ attention. Hellmann’s wanted to cut through the Christmas clutter and raise awareness of food waste. So we created an “Animal Crossing: New Horizons” in-game virtual food drive and used it to create a Christmas advert with ZERO filming costs. Our advert was edited using only in-game player footage. Then we recruited Animal Crossing-enthusiast Stephen Fry to provide the narration.