The One Show
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Category
Online Community / Use of Existing Platform
Annual ID
OS22_IN044M
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.
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
Creative Director
Guillermo Siachoque
Jorge Eliecer Pinto
Nestor Benjumea
Executive Creative Director
Diego Muñoz
Juan David Pardo
Motion Designer
Oscar Moreno
Account Director
Fabiana Manzi
Brand Manager
Alejandro Lotta
Chief Executive Officer
Francisco Samper
Chief Business Officer
Jose Manuel Hoyos
Digital Director
Jennifer Boshell
Gaming director
Carlos Vidal
Marketing Director
Juan Alonso Torres
Planning director
Carolina Mejía
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