Contenders at Cannes 2024: Under the Avatar – Maybelline New York | McCann Australia

Leading up to Cannes Lions, we showcase creative campaigns submitted from across the Asia Pacific.

Campaign Background

McCann Australia

It’s no secret that gaming can be a toxic environment, with 1 in 2 female gamers experiencing abuse online.

We confronted this problem from a completely new point of view, with a campaign that called on those who witness abuse to call it out.

Maybelline New York’s Under The Avatar campaign raises awareness of the bystander effect where 71% of male gamers who witness abuse choose to ignore it.

An eye-opening social experiment saw male gamers play a multiplayer game not knowing that the female gamers being subjected to abuse were their close friends.

In the process creating new allies by encouraging bystanders to fight gender discrimination in gaming.

The campaign exploded on Twitch, Tik Tok and Youtube with over 30 influential streamers organically sharing the campaign.

Along with International and national news and publications we reached over 10M gamers, with a film time totalling over 3.5M minutes and #1 trending on YouTube Gaming.

The Work

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