Description
It’s no secret that gaming can be a toxic environment, with 1 in 2 female gamers experiencing abuse online. We confronted this problem from a completely new point of view, with a campaign that called on those who WITNESS abuse to call it out. Maybelline New York’s UNDER THE AVATAR campaign raises awareness of the bystander effect where 71% OF MALE GAMERS WHO WITNESS ABUSE CHOOSE TO IGNORE IT. An eye-opening social experiment saw male gamers play a multiplayer game not knowing that the female gamers being subjected to abuse were their close friends. In the process creating new allies by encouraging bystanders to fight gender discrimination in gaming. The campaign exploded on Twitch, Tik Tok and YouTube with over 30 influential streamers organically sharing the campaign. Along with International and national news and publications we reached over 10M gamers, with a film time totalling over 3.5M minutes and #1 trending on YouTube Gaming.
This professional campaign titled 'Under The Avatar ' was published in Australia in March, 2024. It was created for the brand: Maybelline, by ad agency: HERO. This Content, Digital, and Experiential media campaign is related to the Beauty, Gaming, and Health industries and contains 2 media assets. It was submitted 16 days ago by Associate Creative Director : Shane Geffen of VMLY&R Melbourne .
Credits
Advertising Agency: HERO
Executive Creative Director: Shane Geffen
Creative Director: Andrew Woodhead
Associate Creative Director: Lee Phillips
Head of Strategy: Tallon Mason-Kaine
Art Directors: Charlotte Smith, Johnathan Akiki
Copywriter: Will Fox
Client Partner: Jane Callister
Account Director: Lauren Phillips
Account Manager: Mia Shadbolt
Senior Producers: Sheridan Wadelton, Jeff Edwards
Production House: Photoplay Films
Director: Jasmin Tarasin
EP/Producers: Emma Thompson & Florence Tourbier
DP: Jack Saltmiras
Editor: Lucy McCullum
Colourist: Yanni Kronenberg
Online Editor: Tom Hetherington
Sound Production: Gusto Studios
Sound Design: Colin Simkins
Producer: Brigid Giles-Webb
