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ProtectSet
Agency MullenLowe MENA FZ LLC / Dubai + Sonido Antro / Miami + Marketiers / Dubai + Pixel Plus Media / Dubai
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Category
Innovation & Transformation / Innovation in Radio & Audio
Annual ID
OS_RA21_056M
About the Work
If you put yourself in a predator’s shoes and imagine a 100-person Fortnite match, you can quickly come to the conclusion that one of the easiest ways to single out young, innocent, approachable players is by their voice. With this in mind, we decided to make a small tweak in the usual gaming headsets and create a one-of-its-kind, innovative product, that modifies children’s voices so they sound significantly older. By doing this, we can mask their ages and identities, stave off predators who are looking for potential victims and transform normal headsets into conversation starters.
We’re 100% aware that the device, alone, doesn’t end the issue. But it has the power to make people debate the issue and bring the subject of gaming safety into news stations, homes, workplaces and so forth. And our results were quite successful. In just 15 days, the initiative gathered impressive results: 800M impressions, 10M USD in earned media, over 2,000 media clippings, and 900 cumulative TV broadcasts in the region and the world.
We’re 100% aware that the device, alone, doesn’t end the issue. But it has the power to make people debate the issue and bring the subject of gaming safety into news stations, homes, workplaces and so forth. And our results were quite successful. In just 15 days, the initiative gathered impressive results: 800M impressions, 10M USD in earned media, over 2,000 media clippings, and 900 cumulative TV broadcasts in the region and the world.
2021 Awards
Total Points: 3
Merit
Credits
Agency
MullenLowe MENA FZ LLC / Dubai
PR / Marketing Agency
Marketiers / Dubai
Production Company
Pixel Plus Media / Dubai
Music / Sound Production Company
Sonido Antro / Miami
Art Director
Fabio Koriyama
Creative Director
Eduardo Castello Branco
Hagall Muniz
Editor
Marcio Rodrigues
Executive Creative Director
Paul Banham
Producer
Martina Niranjini
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