Hasta La Creative!

As one of Norway’s most prominent E-sport organizations, Apeks has set a mission to professionalize the E-sport and gaming scene in the country. A significant step to professionalizing the industry is making it a safe space regardless of gender, sexual orientation, or skin colour. This is the background for their brand statement: Changing the game. The brief from Apeks was to bring attention to the club and show that they are serious about their promise to change the gaming culture.

Research shows that 41% of all gamers are female. 59% of them experience so much harassment that they choose to play under male or gender-neutral aliases. To shine a light into this dark corner of the gaming industry Apeks launched the campaign; Don´t change your name. Change the game. On International Women’s Day we got one of Apeks’ biggest player “Jkaem» to play with a female alias. In addition, we created an influencer collaboration with female gamers, who shared the worst comments they have encountered.