One in three Canadians spend the holidays apart. This stunning statistic led to the insight for Kraft Peanut Butter’s “100,000 Hugs for SickKids.”

Working with Rethink, the brand turned its beloved characters Crunchy and Smoothie into physical bears that connected loved ones across Canada. The WiFi-enabled bears could send hugs to each other anywhere in the world. When one is hugged, it activates the other by lighting up the bear’s bow-tie. The Bronze Partnering program began with a live stunt in Toronto and Vancouver, where the two 10-foot bears could be hugged in both cities. Regular-sized bears were also given to the crowd, one for a person to keep, the other to give to a loved one.

To really drive the idea home, it partnered with SickKids and put Canadians’ hugs (which were given on social channels via #KraftBearHugs) to good use. For every hug, $1 was donated to the hospital.

The goal was to collect 100,000 hugs. In under six hours, it had collected over 400,000. And thanks to a grassroots campaign by K-pop band, BTS, the campaign went global and the final hug count clocked in at over two million.