SELECT WINNERS YEAR

London International Awards

2022 Winners and Finalists

Silver
Ambient & Activation
Gaming


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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.