Kastner Budapest’s Global Campaign for Make-A-Wish International Running Across 40+ Countries

What if one wish could change everything?

From September 2025 to mid-2026, Make-A-Wish International launches its first-ever year-long global fundraising campaign across 40+ countries. Rolling out primarily on digital platforms in video format, and in English and Spanish, the initiative aims to inspire donors by showing how granting a wish does more than bring joy - it truly transforms the lives of children living with critical illnesses.

A Wish That Expands the World

Make-A-Wish International (MAWI) is a global non-profit organization dedicated to granting wishes for children with critical illnesses. Its mission is to give back childhood - restoring joy, play, and the power of imagination to kids whose worlds have been diminished by illness. The new global campaign conveys a powerful message: granting a wish is not just a kind gesture, but a life-changing moment for children and their families.

At the heart of the creative concept lies a simple but profound idea: “The shrunken world expands again.” When a child becomes seriously ill, their world narrows - hospital walls replace playgrounds, routines replace freedom, and screens become substitutes for outdoor adventures. A wish can reverse this, opening up space for laughter, play, freedom, and dreams. On that day, the children are not defined by their illness - they are simply children again.

A Global Collaboration for a Global Cause

The campaign is set to run from September 2025 until mid-2026, covering over 40 countries across multiple continents. Spearheaded by Kastner Budapest and Magikmakers, the creative work was produced with contributions from an international team of strategists, copywriters, animators, and composers.

For Andrea Tóth, Creative Director at Kastner, the global reach made the work especially meaningful: “We’re used to our campaigns traveling far, but given the subject matter, this one felt particularly heartwarming.”

Senior Copywriter László Gál added: “As a writer, my goal is always to open up worlds with words. With this campaign, it wasn’t just a metaphor - I saw how a wish can literally expand a child’s world, bringing freedom and hope.”

A Milestone for Make-A-Wish

This campaign marks a milestone in MAWI’s history: it is the first time the organization has launched a year-long fundraising campaign in partnership with an agency. The goal is not just to raise funds but to elevate awareness and show the world that granting wishes is a powerful, tangible way to change lives.

Creadits:

Lead Agencies: Kastner Budapest, Magikmakers

Creative Director: Andrea Toth

Head of Art: Korinna Tanczos

Senior Copywriter: Laszlo Gal

Strategy & Client Management: Gergő Tomasovszky (Magikmakers)

Production: Kastner Budapest

Animation Director & Art Design: Attila Szabó

Composer/Producer: Attila Bánk (Bitpicture)

Big hands up to the whole team, congratulations!