Cannes Lions
MULLENLOWE SSP3, Bogota / ABINBEV / 2021
Awards:
Overview
Entries
Credits
Background
Situation
FIFA 21 is the most popular sports video game in the world and more girls are playing it every day. The problem is that the game mode in which you can create your own player and take it to its highest level, only allows the creation of male players, so that millions of girls are not represented.
BRIEF:
Pony Malta, the drink that gives energy to children in Colombia, had to change this and help girls feel represented in the most popular football video game in the world as well.
OBJECTIVES:
Allow girls to be part of FIFA and give a strong message not only to people, but also for the game developers to include women in career mode.
Idea
We invited women to hack a video game by creating an avatar with feminine features from the personalization tools of male players so that they could be represented in FIFA 21.
Strategy
Pony Malta, the brand that seeks to get the best of teenagers, this time wanted the girls of its target to be represented in FIFA 21 and that is why it invited them to hack the video game to include themselves in it, creating their own avatar from the man avatar customization tools.
Execution
We invited women to hack a video game by creating an avatar with feminine features from the personalization tools of male players so that they could be represented in FIFA 21.
Outcome
12 million impressions
402 million in free press
Record of views in twitch for the brand
250 thousand users during the streaming
0 answers de EA SPORTS
but it doesn't matter, because with or without their consent,
now all women can be represented in the videogame.
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