THE CHALLENGE
In Australia 83% of female-identifying gamers have experienced offensive behaviour online. So most switch their microphones off to hide their identity, and game in silence.
The Campaign Platform - Through their eyes
We set out to show male gamers what it was like to play through a woman’s eyes. Using live voice-modifying technology, we disguised two prominent male Aussie gamers by giving them fake female voices and profiles, in an online shooter game, so they could see what it was like to play through a woman’s eyes.
They experienced first-hand the level of constant abuse and bullying experienced by the opposite sex. Proving female gamers receive online bullying not because of their gaming ability but simply because they're women.
Results Case Study Film
The Results
The campaign rapidly captured the attention of the world and even the UN! It shocked both gamers and non gamers and started a conversation which had hundreds of female gamers open up about their experiences.
The campaign reached more than 100 million people through earned media within one week of the release. On TikTok, the video hit 1.2 million views in 48 hours.
This social campaign went on to win a Silver Lion in the Social and Influence category, at the Cannes Lions 2023 festival.
Eyes Up Cup - A Fortnite Tournament
With a custom Maybelline New York Fortnite map.
With a custom Maybelline New York Fortnite map.
