The One Show

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

2022 One Show - Gaming

She Football Club

Agency MullenLowe SSP3 / Bogota

Client AB InBev / Pony Malta

Category

Innovation & Transformation / Innovation in Gaming

Annual ID

OS22_GA020M

About the Work

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. 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. 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. 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. 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 .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. finally FIFA 22 did it, Fifa include women in the clubs pro mode (competitive mode) and She Football Club Recruiting thousands of players.

2022 Awards

Total Points: 3

Merit

Credits

Agency

MullenLowe SSP3 / Bogotá

Copywriter

Juan Alba

Executive Creative Director

Diego Muñoz
Juan David Pardo

Brand Manager

Alejandro Lotta

Chief Executive Officer

Francisco Samper

Account director

Fabiana Manzi

Chief Business Officer

Jose Manuel Hoyos

Digital Director

Jennifer Boshell

Gaming director

Carlos Vidal

Marketing Director

Juan Alonso Torres

Motion Designer

Oscar Moreno

Planning director

Carolina Mejía

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