Tuenti is a mobile phone company based in Argentina that focuses on young people. The brand seeks to address in a playful and organic way issues that are on the public agenda, especially for the young segment that the brand targets. We find that year after year, the struggle for gender equality is stronger. Not only in real life, even in films, books and games, women are labeled as "weaker sex". It is difficult to reverse paradigms and achieve cultural change in people. So, aware that changes start with youngsters, we went to the place where they spend most of their time: video games.

During Women's Month, we released the first videogame that changes the traditional macho story, taking the princess out of the trophy place. We developed Pitaya, a game in which the princess rescues herself, so the player must play it from end to beginning. Our leading lady fights to overcome the attacks that women experience every day, for example: stigmatization, street harassment, social expectations and even vindicates all the princesses that were captured in old video games.

We grew up watching how princesses were saved by blue princes. We felt it was time to change this, empowering the young women. Today, girls and boys spend most of their time in videogames and that's why we thought of this medium to send a clear message to new generations and thus contribute our grain of sand and break down stereotypes.

Pitaya was the heart of a major national campaign during Women's Month. The game was launched on Women's Day, March 8th, and was accompanied by banners, videos, public streets, events, actions and merchandising. The game is made entirely with web technologies: javascript, css, html. The engine of the game is "Phaser 3", for its good functioning in mobile and its ease of use with the level editor TILED. The original illustration of the game was made entirely in vectors, something unusual for this type of game. For the animations we opted for frame-by-frame animations, which were made in After FX.

Pitaya was the heart of a great campaign launched on Women's Day. Only on the first day, thousands of users played it on their phones and at the points of sale. The launch was made in digital through a video trailer, banners, Instagram stories and activations reaching not only the public, but also many specialized media that took the news throughout the country. We achieved more than 2,100,000 minutes played, on average more than 6 minutes per person. We were able to increase the number of new clients by +21% compared to last campaign. We increased our database of potential clients by 70%. We had an acceptance rate of 94% of the female public. But even more important, Pitaya became a new feminist icon of the struggle for women's empowerment.