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.
Category
Stunts & Activations
Annual ID
OS23_SM090M
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: 3
Merit
Credits
Agency
BETC / Paris
Client / Brand
Women in Games / Paris
Art Director
Marie Glotin
Copywriter
Matthieu Bouilhot
Chief Creative Officer
Stephane Xiberras
Creative Director
Arnaud Assouline
Benjamin Le Breton
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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