Doctors Without Borders: GOOGLE CHAD AGAIN.

Client:

MSF
(Doctors without borders)

Year:

2026

Brief:

Create a campaign that raises awareness of Médecins Sans Frontières and shines a light on humanitarian crises that are often overlooked by the global media.

Insight:

We created a story-driven adventure map inside Minecraft called

For millions of people online, "Chad" no longer refers to a country. It refers to a meme. We know everything about Gigachad, yet almost nothing about the real Chad and the humanitarian challenges its people face.

Solution:

Google Chad Again redirects attention from internet culture to humanitarian reality. By hijacking one of the internet's most recognizable memes, the campaign encourages people to rediscover the real Chad and the work Médecins Sans Frontières carries out in some of the world's most underreported crises.