Interactive ad: Maybelline NY: Through Their Eyes

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In Australia 83% of female-identifying gamers have experienced offensive behaviour online. So most switch their microphones off to hide their identity, and game in silence. Using live voice-changing technology, we disguised two prominent Aussie male gamers, with fake female profiles in an online first-person shooter game, so they saw what it was like to play through a woman's eyes.
Agency: Hero

The 3-minute film was broadcast by Twitch streamers to millions of fans, encouraging male players to change the game and directing those who’d suffered abuse to online mental health service, ReachOut. The full integrated campaign partners with big names in gaming and is, part of a wider platform called Eyes Up that we’ve created with Maybelline and Reach Out to support female and LGBT gamers.

The tournament, the Eyes Up Cup, is bringing the female-identifying gaming community together in a fun, positive and collaborative space to say to the world Eyes Up — look me in the eye and see me as an equal. Together, we can combat harassment and change the game for good.
Maybelline will also be donating $10k to ReachOut, matching the prize money for the winning gamers.

We also helped create a custom Maybelline Fortnite Mod Map especially for the event.This map will be available to play after the tournament.