Hasta La Creative!

The day gaming fought against skin cancer…

Ecuador is located in a region highly exposed to ultraviolet radiation, increasing Melanoma Skin Cancer rates among its citizens.

The sun has become the ultimate villain to fight from this new reality, so we decided to bring the danger of sun exposure to the world of game streaming. To achieve this, we adjusted the brightness settings of the most popular video games to an excruciating maximum; a simple action that transformed streaming into annoying and lethal sessions.

On World Melanoma Day, we joined forces with BroooTv (the largest gaming channel in the country) to bring the dangers of excessive light to streaming sessions and raise awareness about skin cancer among their fans.

During the live event, we reached more than 50 thousand people in different countries. Streamers answered hundreds of comments and questions about skin cancer in real-time, along with prevention guidelines, starting a conversation within a community that thought itself to be invincible.

China is experiencing a new wave of feminism. Yet certain elements of its language continue to hold women back. The character that represents women, the radical ‘n?’ (?), is used in many negative words like jealousy, cheating, trickster, and more.

Neiwai, China’s progressive lingerie brand, spreads awareness about sexism in Chinese language by replacing the female radical with real women. Neiwai’s campaign uses out-of-home, digital and social touchpoints to bring problematic words to prominence.

Everyone knows that Brazilians love football and a passion for international championships, has become part of the fans’ routine. Through a tool that allows the user to add appointments to any online calendar such as Google Calendar and Outlook, Pepsi created the invitation for a “Very Important Meeting” that takes place precisely during game times. “The idea is not to encourage people to miss important meetings, but to bypass those meetings that could be an email”.