Life-saving impact and luxury craftsmanship recognised with six Webby Awards
The Webby Awards has honoured Reborn To Be Alive’s Virtual Donors as Webby Winner for Games. The project empowers players to transform an in-game death into a life-saving decision through organ donor registration, directly connecting virtual choices with real-world impact. AKQA’s commitment to innovation is further recognised with two Nominees and three Honourees across the awards.
The Webby Awards is the leading international award honouring excellence on the internet and recognising influential creators driving conversation at the intersection of technology and culture and presented by the International Academy of Digital Arts and Sciences.
Webby Winner and Nominee, Games and Advertising, Media and PR
Reborn To Be Alive Virtual Donors
In Belgium, 1,500 people are waiting for a life-saving transplant. Yet young adults remain the hardest group to activate as organ donors. Not because they oppose it. Because to them, death feels distant, abstract, and irrelevant to their daily lives, making traditional health communication ineffective.
Virtual Donors met young people inside the worlds they already live in. By integrating organ donation directly into Fortnite, Minecraft and Baldur’s Gate 3, the campaign created a direct pathway from in-game experience to real-world registration. By officially registering as a real-life donor on virtualdonors.org, players unlocked custom mods that allowed them to save up to eight teammates when dying in-game. Directly mirroring the real-world impact of one donor saving up to eight lives.
Launched on International Organ Donation Day, the initiative reached over 10 million people and resulted in a 68% increase in donor registrations compared to the same period in 2024.
Nominee and Honouree, Websites and Mobile Sites
Porsche Motorsport Motorsport’s new home
Motorsport is entering a new era. Once reserved for purists, it has become a cultural phenomenon-fuelled by global streaming platforms, films, and a new generation of fans drawn to its drama and precision. Yet for many, the sport remained complex and inaccessible, its digital experiences outdated.
Porsche recognised that the next generation of motorsport needed to become as accessible and engaging. AKQA and Porsche created the Porsche Motorsport Hub. A single, definitive definition that puts fans in the driver’s seat of the brand’s global racing universe. With users surging by 645% year-on-year, this was more than a digital transformation, this was a cultural one.
Porsche and AKQA built a living ecosystem that celebrates speed, connection, and human ingenuity. Defining what it means to be a motorsport brand in the modern age.
Webby Honouree’s
Awarded for Advertising, Media and PR, BRLO’s The Democracy Discount campaign, launched for its 10th anniversary, linked beer prices to the German federal election. The initiative offered cheaper beer as fewer votes went to far-right parties, engaging the public and promoting democratic participation.
Nestlé’s Nestlé Goodnes recognised as a Webby Honouree for its AI innovation, brings together hundreds of Nestlé brands and services into a single, intuitive destination. The platform’s AI-powered digital assistant revolutionises meal planning, offering personalised recipes and budgeting tools that inspire and simplify, empowering families to eat well with ease.
