Homes for Heroes (HFH) is a charity that builds housing for veterans experiencing homelessness. To raise awareness and donations for HFH, HEB replicated blueprints for a planned HFH village in Kingston, Ontario (home of Royal Military College) in the metaverse, so people around the world could visit virtually and donate to help make the plans real.

“Metaverse Homes for Heroes” captured the public’s attention in support of veterans, with over 2 million earned and more than 680,000 paid impressions on a lean media spend of only $3,997. The video received more than 130,000 views, with a strong 3¢ cost for view. The campaign raised over $25,000 and HEB matched the donation. The initiative was one of the largest contributors to the Kingston Homes for Heroes build being fully funded, with building set to begin this year.

Chief Creative Officer: Zak Mroueh
Executive Creative Director: Brian Murray
Creative Director/Art Director: Vic Bath
Creative Director/Copywriter: Dan Cummings