World’s Oldest Esports Team

Background

November 11th is Remembrance Day, when Canada honours its veterans. This tradition is fading among younger Canadians, many of whom are only connected to our military history through video games like Call of Duty. Home Equity Bank partnered with the Royal Canadian Legion to assemble a team of WWII veterans, all over 90 years of age. Banding together under the moniker Team Legion, they joined popular games based on WWII – not to play, but to tell their true stories to younger generations. They appeared live on gaming platforms like Twitch alongside popular video game streamers who joined them for an in-game moment of silence, listened to their stories and honoured their service.

Insight

Those who play games of war should remember the sacrifices of those who truly lived it.

Results

The campaign connected with gamers, generating 6.9 million earned media impressions, including a very significant 342,000 views of the November 11 live streams with the veterans.

Team Legion contributed to a 321% increase in Remembrance Day online donations, resulting in an astounding $831,000 raised in support of veterans during a challenging fundraising year. The average amount per donation also dramatically increased by 58%.

Educators used clips of the experience to help students connect with history. As one teacher wrote, “My students were entranced by this. They were able to discuss the games they play and how they glorify war.”