The world has never been so polarized. People leaning to the left, people leaning to the right. People living in cities, people living in the country. Blacks, whites, indigenous peoples, Asians. Different people, different minds. Instead of being a means to promote a constructive debate for the common good, social media has become a free ground where all forms of insult are allowed. Conversations fueled by anger. Almost invariably, hate speech targets people’s political views and ethnicities, directly attacking specific groups and taking a toll on people’s mental health.

Fusion Energy Drink, the biggest sponsor of e-sports in Brazil, took its cue from the gamer world and spoke the language of young people to inspire the younger generation to bury their hatchets and use their words instead to settle their differences. It also showed that a debate is not about being right or wrong, but about sharing different points of view.

In 2019, Google reported a daily upload of 93 million selfies from Android devices alone. Selfies are firmly established in our society. Likewise, game sharing is a key element in the gaming world as it allows players to share their gaming moments on their social media. These two facts were taken into consideration as we approved and executed our project, which consists of taking selfies with your gaming enemies and posting them on your social media.

Fusion Energy Drink desired to use its influence in the gamer world to inspire some peace among the new generations and help minimize, at least for one day, the inflamed polarization on social media. 2. To achieve that, Fusion picked a date: July 30, International Friendship Day. 3. Once the brief and the date were chosen, how to show that it is possible to make friends with those who think differently from you? By asking gamers to bury their hatchets and take a selfie with their gaming enemies, side by side. 4. After the selfie was taken, they had to post it on their social and tag Fusion Energy Drink. 5. Each duly tagged photo earned the participant a unit of the product delivered to their door free of charge.

The campaign was kicked off by some of Brazil’s top gamers, with 20 million followers on their social combined. In addition, the brand’s social has almost 600,000 followers. In just 24 hours, more than R$ 1,200,000 was generated in earned media by communications outlets on International Friendship Day, leading to 5,075,050 brand impressions. These numbers were reported by Ambev’s business intelligence division, which includes more than 87,012 engagements with the brand on Twitter, Instagram and Facebook alone. The objective of inspiring some peace among the new generations was fully achieved: with little investment, uncomplicated implementation and running for only one day, the campaign was the talk of the gamer community.