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THROUGH THEIR EYES – DREW JOEL – 00 35.jpg
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MAYBELLINE NEW YORK
THROUGH THEIR EYES

In Australia 83% of female identifying gamers have experienced offensive behaviour online, causing many to switch their microphone off, gaming in silence, to hide their identity. Gamers subjected to the abuse often feel isolated and alone. With no one standing up to the harassment some are even led to believe their only option is to quit the game or leave gaming for good. 

Using live voice-changing technology, we disguised two prominent Australian male farmers with a fake female profile to experience what it was like to play through the perspective of a female.

The three-minute film was broadcast by Twitch streamers to millions of fans, encouraging male players to chance the game and directing those that have suffered abuse to the online mental health service, Reach Out. 

" For a cosmetics brand like Maybelline NY – which has no obvious ties to gaming – creating an impactful campaign that makes sense for the brand and feels authentic is no mean feat.

 

Here, Australia’s number one makeup brand found a way to make its initiative feel seamless by anchoring it in its brand mission, ‘give everyone the self-confidence to express their beauty, to play and to make change’.

 

The insight that people suffer from skyrocketing amounts of harassment links to its existing brand platform Maybelline Brave Together, a global mental health programme to destigmatise anxiety and depression. It gives Maybelline’s voice legitimacy and credibility to act in the space, allying with its target audience – who also game."

CONTAGIOUS
Campaign of the Week
March 14 2023

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