Maybelline New York
Through Their Eyes
In Australia, 83% of female-identifying gamers have experienced offensive behaviour online, so most switch their microphones off to hide their identity and play games in silence. Using live voice-changing technology, two prominent Aussie male gamers were disguised behind fake female profiles in an online first-person shooter game, so they could see what it was like to play through a woman’s eyes.
The three-minute film was broadcast by Twitch streamers to millions of fans, encouraging male players to change the game while directing those who have suffered abuse to the online mental health service ReachOut.
“difficult to watch, but shows we still have a long way to go”
AWARDS
Cannes Lions, Silver, Social
New York Festivals, Gold, Brand Purpose
New York Festivals, Gold, Best Use of Gaming
New York Festivals, Shortlist, Best Use of Social Media
D&AD, Gaming & Virtual Worlds, Shortlist
Gerety, Work for Good Cut, Silver
Webby Awards, Social Video, Nominee
Webby Awards, Best Social Impact Campaign, Nominee
Award Awards, Gold, Social
Award Awards, Gold, Integrated
Award Awards, Silver, Experiential
Award Awards, Silver, Branded Content & Entertainment
Award Awards, Silver, Social Media
Award Awards, Finalist, Creativity For Good
Award Awards, Finalist, Creativity For Good
Caples, Silver, Gaming
Caples, Bronze, Radical New Strategy
Caples, Shortlist, Branded Content
Caples, Shortlist, Health & Wellness
Madstars, Grand Prix, Viral Video
Madstars, Silver, Social & Influencer
Madstars, Silver, Entertainment
Madstars, Crystal, Film
Madstars, Crystal, Entertainment
Madstars, Finalist, Sustainable Development Goals
Madstars, Finalist, Radio & Audio
Madstars, Finalist, PR
Adnews, Social Responsibility Campaign of the Year
Adnews, Shortlist, Gamechanger of the Year
Adnews, Shortlist, Social Media Campaign of the Year
Adnews, Shortlist, Best Use of Content
B&T, Shortlist, Best Digital Campaign
B&T, Shortlist, Best Use of Social Media
B&T, Shortlist, Best Integrated Campaign
B&T, Shortlist, Award for Bravery
B&T, Shortlist, Award for Diversity
Mumbrella, Shortlist, Ad Campaign of the Year
Mumbrella, Shortlist, Mumbrella Award for Collaboration
Mumbrella, Shortlist, Mumbrella Award for Innovation