MUSE Platinum

2022

Guarana - SHED SKIN

Entrant Company

Anheuser-Busch InBev

Category

Strategic Program - Comm / Marketing Campaign

Client's Name

Country / Region

United States

Sexism is the main problem identified in the world of video games, not only because of the sexualization and harassment constantly faced by female gamers but also because of the hypersexualized representation of female characters.



Breaking that down: An overwhelming majority of lead characters are male. Four out of five female characters show unrealistic physical proportions. Less than 10% of characters are non-white.



Guarana, a non-alcoholic soft drink brand from ABInBev in Peru, has a deep connection with its users through gaming. Understanding the challenging landscape its female gamers were facing, the team set out to be the brand that promotes the realistic identification and representation of women in the gaming world.

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