Through Their Eyes.
Maybelline is lifting the lid on the discrimination of women, non-binary people and other LGBTQIA+ communities in Australia’s gaming community.
Despite women making up 46% of Australia’s gamer population, the industry is still behaving like an old boy’s club. Many women are continuing to face gender-focused abuse, discrimination and hate on the platform, often forcing many to turn off their microphones or change their profile to hide their gender.
Maybelline New York and independent creative agency HERO have joined forces to look through female eyes.
The Through Their Eyes campaign showcases the toxic harassment facing women, non-binary people and other LGBTQIA+ communities in the Australian gaming universe by following prominent Aussie gamers and content creators, Joel (JoelBergs) Bergs and Drew (DrewD0g) Warne into the female lived experience through voice-modification software with fake female profiles – enabling them to see things literally through female eyes.
The creative campaign aims to showcase the reality of new findings from the 2023 Bastion Insights National Gamer Survey that revealed 83% of female identifying gamers have directly experienced and/or observed offensive behaviour or language while online gaming, 73% would consider the harassment they receive online as severe, and 76% feel the harassment and discrimination in online gaming is unsafe.
CREDITS
CLIENT – Maybelline New York
Marketing Director: Alexandra Shadbolt
Digital Marketing & Comms Lead: Alana Pozzebon
Brand Business Lead: Adele Courgenay
Brand Engagement Manager: Liz Odey
Brand Manager MNY Eye: Tess Norman
Digital Brand Manager: Dawid Zastawnik
AGENCY – HERO
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
PRODUCTION – Truce Films
Director: Jessica Barclay Lawton
Executive Producer: Elise Trenorden
Producer: Carla McConnell
DOP: Jesse Gohier-Fleet
SOUND DESIGN & MUSIC – Gusto Studios
