Contact Information

Av Javier prado 444 Floor 20
Lima
Perú
Telefono: 963360211
Email:
Sito Web:

Julián Torres

Julián Torres

CEO

Basic Info

Network:

impiegati: 90

Creazioni: 2

Network:

impiegati: 90

Creazioni: 2

Ogilvy Peru

Av Javier prado 444 Floor 20
Lima
Perú
Telefono: 963360211
Email:
Sito Web:
Julián Torres

Julián Torres

CEO

AB inBev and Ogilvy Perú join forces against gaming stereotypes

 

Ogilvy Peru
Advertising/Full Service/Integrata
Lima, Perú
See Profile

 

Peru, April 2022. One of the fastest growing industries in the world of entertainment is
gaming. However, there is a latent problem that has been going on for years and still
needs solutions: female hypersexualization in games. The female avatars present in
gaming tend to have large busts, short skirts and few clothes, something that bothers,
especially, the new generations.

For this reason, Backus-ABinBev together with Ogilvy Perú created “Shed skin”, an
initiative that seeks to give young gamers a voice in relation to their participation in
the industry.

To achieve this, they worked on Core, a free-to-use platform in which each user can
intervene with their avatar, their world, and their skin. And, together with young
gamers and specialized designers, they co-created new skins far from
hypersexualization and more aligned with real tastes.

“We developed new avatars so that more girls would use them and thus combat one
of the great problems present in game platforms: participating with male characters,
which girls often chose to avoid offensive comments, or hypersexualized female
characters that do not represent them. Throughout the creative process, working
together with women who have shared their vision and experience was fundamental
and very enriching”, assured Yasu Arakaki, Chief Creative Officer of Ogilvy Peru.
“At Backus-ABinBev we seek to create a movement where gamer girls feel represented
and comfortable playing video games, we seek to break with the imposed stereotypes
and create a more inclusive community,” said Alessandra Alegría Marketing Lead.