Through the Wonderland Wishes ad campaign, Avia sought to bring awareness to the Solitaire Clash mobile game and non-profit Foster Love’s charitable efforts through entertaining ad spots, an engaging livestream and heartfelt player documentaries. The campaign aimed to maintain Avia’s reputation as the leading mobile gaming entertainment platform, as well as providing a meaningful capstone to the company’s charitable efforts throughout 2025. By spotlighting creator and foster advocate Leo Gonzalez in the campaign, along with player stories in a documentary format, the Wonderland Wishes campaign resonated positively with the Solitaire Clash playerbase and brought awareness to an important national cause. Through in-app engagement, players were able to contribute to the campaign’s philanthropic goals and support Foster Love’s mission in supporting foster youth.
To kick off the campaign, we wanted to meet players with a familiar face that aligned with Avia’s philanthropic efforts, and Leo was the perfect candidate. Leo’s passion for Foster Love’s mission combined with the humor and warmth of his content proved to be a perfect fit for the campaign, seen in the ad series conducted for the campaign. A majority of challenges were tied to logistics and timelines. The primary ad campaign was shot in Colombia, with an extremely short preparation period. The team had one month from kickoff to shoot, which meant locking the story direction, locations, permits, crew, and a tight shooting schedule in parallel. On top of that, the team was tasked with coordinating across time zones and multiple partners while still ensuring the footage met brand and legal requirements. Despite the compressed timeline, the team delivered a full set of assets on schedule through strong cross-functional coordination and rapid decision-making.
Over the 5 weeks of the Wonderland Wishes campaign and the publications of the videos, Avia transformed 691,862,810 in-game wish stars earned by players via in-game tournaments and weekly events into a total donation pool of $136,000. Avia allocated all proceeds raised to the campaign’s weekly gift themes, including toys, care kits, bikes, clothes and educational support, all contributing to the mission of renowned non-profit Foster Love. In partnership with Leo Gonzalez, a charitable content creator with a reach of 1.8 million followers, the campaign’s reach was efficiently broadened to continue the spirit of meaningful giving through Solitaire Clash gameplay. The campaign concluded with an offline event bringing together Avia’s players, Foster Love scholars, Leo Gonzalez and members of the Los Angeles community to actively assemble care packages and bicycles, while also celebrating the notable real-world impact the donations will have on foster children in need of both essential items and holiday joy. These results demonstrated success in not only increasing player engagement, but also in continuing to establish Avia's dedication to philanthropic efforts.
