Edu Menezes

#MyGameMyName

Nearly half the people playing are women, and every one of them has been abused for it. Most play under a man’s name to avoid it.

Cannes Lions 2018Silver · Glass: The Lion for ChangeBronze · PRShortlist · Social & InfluencerShortlist · Sustainable Development Goals
El Ojo de Iberoamérica 20183× GoldSilver
#MyGameMyName — posterPlay case film — sound on2:15
Client
Vivo / Telefônica Brasil
Agency
Africa Creative DDB
Role
Motion Design
Year
2018

The brief

Gaming is twice the size of Hollywood. Vivo wanted to say something about who is being driven out of it.

The idea

An open letter to the industry, addressed to Microsoft, Nintendo, Sony, Blizzard, Riot, EA and Ubisoft, read out by women who play professionally. Then male streamers played under women’s accounts and posted what came back at them.

The result

Over 115 million impressions and more than 200,000 interactions. Cannes gave it a Silver Glass Lion, the award kept for work that shifts an inequality, and a Bronze in PR.

Credits

Motion Design — Edu Menezes