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Through Their Eyes

L'Oréal Paris - Through Their Eyes Campaign Still
Lions Awards (1)
Silver Lion : Social & Influencer
CLIENT
L'Oréal Paris
BRAND
Maybelline New York
REGION
Asia Pacific
CATEGORY
Entertainment for Gaming
Glass Lion for Change
Health & Wellness
PR
SDG
Social & Influencer
INDUSTRY
FMCG: Beauty
DESCRIPTION

In Australia, 83% of female-identifying gamers have experienced offensive behavior online. Most women switch their microphones off to hide their identity and are forced to game in silence.

Using live voice-changing technology, we created fake female profiles for two prominent Aussie male gamers who were playing an a first-person shooter game online so they could experience what it was like to play through a woman’s eyes.

The 3-minute experiment was broadcast to Twitch streamers and at a custom tournament to millions of fans, encouraging male players to change the game and change their behavior, and directed women who suffered abuse to an online mental health service, ReachOut.

AGENCIES
McCann Melbourne