Description
In Australia 83% of female-identifying gamers have experienced offensive behaviour online. So most switch their microphones off to hide their identity, and game in silence.
Using live voice-changing technology, we disguised two prominent Aussie male gamers, with fake female profiles in an online first-person shooter game, so they saw what it was like to play through a woman’s eyes.
The 3-minute film was broadcast by Twitch streamers to millions of fans, encouraging male players to change the game and directing those who’d suffered abuse to online mental health service, ReachOut.
This professional campaign titled 'Through Their Eyes ' was published in Australia in February, 2023. It was created for the brand: Maybelline, by ad agency: HERO. This Experiential and Film media campaign is related to the Household Products industry and contains 1 media asset. It was submitted about 1 year ago by Associate Creative Director : Shane Geffen of VMLY&R Melbourne .
Credits
Advertising Agency: HERO
Production Company: Truce Films
Sound Production: Gusto Studios
Executive Creative Director: Shane Geffen
Creative Director: Andrew Woodhead
Art Director: Charlotte Smith
Copywriters: Anneliese Sullivan, Will Fox
Senior Designer: Aaron Wickers
Head of Strategy: Tallon Mason-Kane
Group Business Director: Charlie McDevitt
National Digital Managing Partner: Tim Evans
Lead Project Manager: Jenny Pham Manuel
Producer: Grace Quinn
Editor: Joel Sharpe
Online editor: Adrian Katz
Director: Jessica Barclay Lawton
Executive Producer: Elise Trenorden
Producer: Carla McConnell
DOP: Jesse Gohier-Fleet
