The One Show

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.

2023 One Show - Branded Entertainment

Gender Swap

Agency BETC / Paris + Women in Games / Paris

Client Women in Games

Category

Games / Gaming

Annual ID

OS23_BE001G

About the Work

50% of the 3 billion gamers worldwide are women. Yet, they only represent 22% of employees in gaming studios. The consequence? A representation of female characters that is too often hypersexualized and cliché compared to male characters. At Women in Games, we want to change things by increasing the number of women in the industry. To show the extent of the problem, we hacked the game files of dozens of mainstream video games, to swap the animations of male and female characters. Introducing GenderSwap: male video games heroes like you’ve never seen them before, animated like their female counterparts.

2023 Awards

Total Points: 45

Credits

Agency

BETC / Paris

Client / Brand

Women in Games / Paris

Art Director

Marie Glotin

Copywriter

Matthieu Bouilhot

Chief Creative Officer

Stephane Xiberras

Creative Technologist

Lionel Sarazy

Producer

Fanny Perrier

Agency Management

Catherine Emprin

Assistant art director

Corinne Chamoun

Brand Management

Lamise Guenni
Morgane Falaize
Victoria Cribier

Creative Consultant

Sebastien Delahaye

PR

Camille Chang
Michael Boamah

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