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 - Music & Sound Craft

Switch Voices

Agency BBDO Argentina / Buenos Aires + Women in Games / Buenos Aires

Client Women in Games


Use of Technology

Annual ID


About the Work

In gaming thousands of women are faced with a main roadblock when it comes to competing: they can’t participate in games with their mics open because when the rest of the players hear their female voice they make the match impossible for them. They are victims of insults and belittling of all kinds. This enormously affects the gamers that want to have fun and look to go pro, because in these conditions their performance and possibilities of moving up the ranks becomes much more complicated. The project's intended purpose: To bring awareness to this issue, we created an experiment in which three professional gamers played with a female voice modulator, in order to experience first hand what women go through when they try to game. Gamers accustomed to playing under pressure and winning with ease, had their performance lowered considerably, as did their win percentage. The importance of the placement of the work: The message had an impact that rapidly echoed throughout the media and pushed this topic of conversation in all digital platforms so they can talk about this issue. Mainly TikTok, Twitter and Instagram, where women created conversation threads sharing their experiences

2023 Awards

Total Points: 45



BBDO Argentina / Buenos Aires

Client / Brand

Women in Games / Buenos Aires

Production Company

Oruga / Buenos Aires


Rubén De Blas

Chief Creative Officer

Christian Rosli
Joaquin Campins

Executive Producer

Ioni Borisonik
Javier Nir

Project Manager

Peter Castro


Sebastian Gutman

Head of Client Services

Sebastian Diaz

Head Of Production

Anita Pillado

Operations Lead

Ignacio Indaco

Post producer

Alexis Vecino

Production coordinator

Sol De Martini

Sound Company

San pugliese

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