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The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2019 One Show - Social Media

#MyGameMyName

Agency Africa / Sao Paulo

Client Telefonica's Vivo/WWT
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Annual ID

OS_SM19016B

About the Work

The gaming industry is bigger than ever. It’s twice as large as Hollywood’s. Everyday, 1.8 billion gamers play online. Almost half of them are girls. A study from Ohio University showed that 100% of these girls have suffered some form of harassment while playing games. Telefonica’s Vivo, one of the biggest internet providers in Brazil, was shocked by those numbers and decided to be the first brand to take a stand for gamer girls against online harassment. Many girls are hiding their identities behind male nicknames in order to protect themselves. To reach both boys and girls, we should count on their idols: the gamer influencers. So we invited the biggest male influencers for an experience: they should change their nicknames to female names and play online for one day. We also asked them to share this experience with their fans and invite them to do the same.