London International Awards
2022 Winners and Finalists
Silver
Ambient & Activation
Gaming
Entrant: | BETC Paris, Paris |
Brand: | Women in Games |
Title: | "Gender Swap" |
Corporate Name of Client: | Women in Games |
Client Account Directors: | Morgane Falaize/Lamise Guenni/Victoria Cribier |
Agency: | BETC, Paris |
Chief Creative Officer: | Stéphane Xiberras |
Creative Directors: | Arnaud Assouline/Benjamin Le Breton |
Copywriter: | Matthieu Bouilhot |
Art Director: | Marie Glotin |
Agency Technical Developers: | Lionel Sarrazy/Sébastien Delahaye |
Agency Account Executive: | Catherine Emprin |
Production Company: | General Pop |
Producer: | Fanny Perrier |
Description:
50% of the 3 billion gamers worldwide are women. Yet, they only represent 22% of employees in gaming studios. The consequence? A representation of female characters that is too often hyper-sexualized and cliché compared to male characters.
At Women in Games, we want to change things by increasing the number of women in the industry. To show the extent of the problem, we hacked the game files of dozens of mainstream video games, to swap the animations of male and female characters.
Introducing GenderSwap: male video games heroes like you’ve never seen them before, animated like their female counterparts.