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Lisa Greenberg
Lisa Greenberg
SVp. Head of Art, Creative director at Leo Burnett Worldwide
Toronto, Canada
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TitoloThe Watch
Agenzia
Campagna The Watch
Cliente Melanin Gamers
Marca Melanin Gamers
Data di Prima Diffusione/Publicazione 2022 / 7
Settore Enti/Istituzioni/Organizzazioni no-profit
Trama Racist language is everywhere in online gaming, but even though over 80% of gamers face harassment, developers haven’t done anything to stop it.So we helped gamers do what developers wouldn’t. By turning Twitch’s built-in clip function into a weapon for gamers to fight racism themselves, we worked with the organization Melanin Gamers, and created The Watch — gaming’s first community watch.To join, you just had to clip racism when you heard it on Twitch and DM it to us on Twitter, where we used it to put pressure on developers to take real action, all while building a community of allies that continues to grow to this day.
Tipo di Media Case Study
Editing Company
Audio
President
Chief Creative Officer
Chief Creative Officer
Chief Creative Officer
Managing Director
Account Manager
Chief Strategy Officer
Creative Director
Art Director
Director of Creative Technology
Director of Creative Technology
Post
Post
Stampa
Stampa
Producer
Account Director
Editor
Assistant Editor
Assistant Editor
Executive Producer
Director
Audio
Executive Producer
Director
Music Composer
Senior Producer
PR
Media (Agency side)
Media (Agency side)
Supervisor
Digital
Digital

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