Entertainment Lions For Sport > Excellence in Sports Entertainment

E-QUALITY

VMLY&R BRAZIL, Sao Paulo / VIVO - TELEFONICA BRASIL S.A. / 2019

Awards:

Gold Cannes Lions
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Case Film

Overview

Credits

Overview

Why is this work relevant for Entertainment Lions for Sport?

Nowadays the video game industry is bigger than film and music businesses combined. Professional players are stars followed by millions of fans. With this incredible scenario, games are fun and entertaining, but they can also be the most natural environment to reach tons of young people. Therefore, we invited the biggest gamers in Brazil for an experience, including 6-time World Champion, Fenix (FNX). By doing so, we used sport for a greater cause.

E-quality: e-sport against the gender pay gap.

Describe the creative idea

According to a World Economic Forum report, women earn 32% less than men. How to show what the pay gap really means? Mainly for those who can change this reality in the future: young people. To improve the understanding, we brought together players from the popular game Counter-Strike to a match as unequal as the one in the labor market. In the experiment, in each round, one of the teams earned 32% less than the othe5. With less money, it was impossible to buy the same game items. The score: 16 to 6. Even with Lincoln "FNX", 6-time World Champion, the losing team finished with a 62.5% handicap, more than the initial imbalance. With this parallel, the understanding became even clearer and people realized the pay gap effects, especially in the long term. The main goal was to encourage debate and initiate a movement within e-sport. It worked out.

Describe the strategy

Vivo Telefonica is Latin America’s largest Telco and Gamers Club is Latin America’s largest gaming platform. Both are interested in young audiences, while this audience is greatly interested in the game world.

In a special match broadcast, the players could experience the difficulty women face every day in the real world. Then they became ambassadors for the cause and started a dialogue within the gaming community and encouraged reflection on the issue.

The gaming community was not just observers, as they could also experience what it feels like to get into a challenge earning 32% less by playing online. By doing so, they also helped spread this important message.

As Mandela said: “Sport has the power to change the world. It has the power to inspire. It speaks to youth in a language they understand. Sport can create hope where once there was only despair”. And that was our goal.

Describe the execution

The project was launched on the digital platforms of Vivo Telefonica and Gamers Club. Gamers Club Twitch TV broadcasted the match live. Then the players who participated in the match became ambassadors for the cause and amplified the debate in their personal channels (Twitter, Instagram, Facebook, and Twitch TV). In addition, a website was created and served as an information hub, which brought together the project video, the match broadcast with 2 women sport narrators, the players' video testimonials and even a link inviting people to play online. Therefore, the viewers could feel what it means to earn 32% less. Great personalities played and joined the cause, such as Gaulês and FalleN - considered the greatest legend of Brazilian e-sports. In the first 2 weeks alone, there were more than 37,000 matches. If each match has 10 players, 370,000 gamers played online, greatly impacting the game community.

Describe the outcome

So far the project has reached an amazing 39,850,000 social media impacts. This number is 2x the size of the entire e-Sports community in Brazil. Thus, the debate that began in the world of games went beyond it.

The success of the case is related to the engagement of the game community. While playing online the game hacked version, they also helped spread the message. There were more than 37,000 matches, which means that more than 370,000,000 players. Among them, FalleN, the most iconic Brazilian gamer.

Although the pay gap still exists around the world, this reality is already changing in the Brazilian e-sports. The Gamers Club itself sponsors the most important Counter-Strike Championship in Brazil. Now, they have changed their prize policy. Men and women received the same prize. It is the e-sports starting a movement that cannot stop here.

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