Brazil is the country of football. Man's football. Unfortunately, it doesn't give the same status to women. And we noticed that even in video games, female players aren't portrayed as they deserve. Those generic versions with random names don't represent Brazilian women's football at all. After all, we are talking about the national team. And if female players are not represented in such valuable media, they are losing both visibility and money.

Guaraná Antarctica, a proud sponsor of Women's Football, decided to take a stand by creating a nation wide movement: #Game-her. A platform to connect with Gen Z, with a real growth impact for women's football.

We united the women's national squad, the biggest streamers in the country and real people to pressure game developers and achieve one common goal: equality for players everywhere, even in games.

If Brazilian female players aren’t portrayed in football games, we will bring them to every single other game.

We created a movement to pressure game developers to put our players in the games for good. The girls protested at the Copa America finals, using generic game names on their jerseys, just like in football games. Then, we gathered streamers to teach audiences how to make the players' exact faces on games like FIFA, GTA, The Sims, Elden Ring, etc.

The players also starred in a special can with the revenue being directed for the image rights they WEREN'T getting.

Then, we launched an open database with dozens of Brazilian physical details of the players from height, to face, to stats. But most importantly, we negotiated their contracts so developers would only have to sign them. Players could also reach us to send their data and join the effort.

The most played games in Brazil have 10x more players than FIFA. So, why not bring the players of the national women's football team to all of them instead? Our objective wasn't just to connect with football fans, we also wanted to connect with Gen-Z, who has a huge potential to become a fresh new generation of fans.

We started with a PR stunt at the Copa America finals, with the players using their generic game names on their official jerseys, just like in videogames today.

Then, we focused on gamers, hiring streamers and influencers to pull live sessions teaching people how to create player's faces on different games. And told that in a press release for sports, marketing and lifestyle.

Finally, we launched an open database with physical details of the players and paid contracts so developers would only have to sign them, also releasing it to media outlets.

We wanted to pressure game developers and tackle the problems listed by them.

First, to draw attention to this issue, we partnered with Brazil's women national squad and printed their generic names from FIFA on the jerseys for the Copa America Finals.

Then, we rallied streamers to teach people how-to create players in all kinds of games: Fifa, GTA, Elden Ring, The Sims and others. The whole country got on topic and made it clear that women's football is of national interest.

We brought our players into our cans, to spread the word on the P.O.S, and directed the revenue for the image-rights they were not getting from games.

Finally, we launched an open database with everything developers needed: details from dozens of players and, most important, contracts negotiated so they would only have to sign them. Also, every player could join and be listed on our database.

We proved that people are – in fact, interested in seeing the female players exactly as they are in video games.

The stunt had more than 67M organic impact, being the second biggest reach of Guaraná Antarctica.

We had 91 PR mentions. The most covered Guaraná football campaign in the press in its history.

In over 130 hours of streaming, 850 people created our players' avatars in different games like The Sims, Fifa, Elden Ring and GTA.

Over $1,500,000 in revenue from the special packaging were directed to players to compensate them for the image rights they weren't receiving.

We created an open and complete database with full details, data and contracts for more than 58 players, with 28 of them joining the effort spontaneously.

But most important: Konami agreed to negotiate to put the our national squad in the next E-Football (Former Pro Evolution Soccer)