The One Show
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Category
Use of Technology
Annual ID
OS23_MS006G
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
Gold Pencil
Credits
Agency
BBDO Argentina / Buenos Aires
Client / Brand
Women in Games / Buenos Aires
Production Company
Oruga / Buenos Aires
Art Director
Mercedes Mateos Andrés
Copywriter
Rubén De Blas
Chief Creative Officer
Christian Rosli
Joaquin Campins
Creative Director
Juan Pedro Ferretti
Tomas Wilhelm
Editor
Amadeo Monzani
Executive Producer
Ioni Borisonik
Javier Nir
Producer
Sonia Silvero
Jonsi Mesz
Project Manager
Peter Castro
colorist
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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