Maybelline New York
Through Their Eyes
In Australia, 83% of female-identifying gamers have experienced offensive behaviour online, so most switch their microphones off to hide their identity and play games in silence. Using live voice-changing technology, two prominent Aussie male gamers were disguised behind fake female profiles in an online first-person shooter game, so they could see what it was like to play through a woman’s eyes.
The three-minute film was broadcast by Twitch streamers to millions of fans, encouraging male players to change the game while directing those who have suffered abuse to the online mental health service ReachOut.
“difficult to watch, but shows we still have a long way to go”
AWARDS
Cannes Lions, Silver, Social
D&AD, Gaming & Virtual Worlds, Shortlist
Gerety, Work for Good Cut, Silver
Webby Awards, Social Video, Nominee
Webby Awards, Best Social Impact Campaign, Nominee
Award Awards, Gold, Social
Award Awards, Gold, Integrated
Award Awards, Silver, Experiential
Award Awards, Silver, Branded Content & Entertainment
Award Awards, Silver, Social Media
Award Awards, Finalist, Creativity For Good
Award Awards, Finalist, Creativity For Good
Caples, Silver, Gaming
Caples, Bronze, Radical New Strategy
Caples, Shortlist, Branded Content
Caples, Shortlist, Health & Wellness
Madstars, Grand Prix, Viral Video
Madstars, Silver, Social & Influencer
Madstars, Silver, Entertainment
Madstars, Crystal, Film
Madstars, Crystal, Entertainment
Madstars, Finalist, Sustainable Development Goals
Madstars, Finalist, Radio & Audio
Madstars, Finalist, PR
B&T AWARDS
2023
Shortlist - Victoria Agency of the Year
Shortlist - Best Digital Campaign - Maybelline Through Their Eyes
Shortlist - Best Use of Social Media - Maybelline Through Their Eyes
Shortlist - Best Integrated Campaign - Maybelline Through Their Eyes
Shortlist - Award for Bravery - Maybelline Through Their Eyes
Shortlist - Award for Diversity - Maybelline Through Their Eyes
MUMBRELLA AWARDS
2023
Shortlist - Ad Campaign of the Year - Maybelline Through Their Eyes
Shortlist - Mumbrella Award for Collaboration - Maybelline Through Their Eyes
Shortlist - Mumbrella Award for Innovation - Maybelline Through Their Eyes
ADNEWS
2023
Finalist - Gamechanger of the Year - Maybelline Through Their Eyes
Finalist - Social Media Campaign of the Year - Maybelline Through Their Eyes
Finalist - Social Responsibility - Maybelline Through Their Eyes
Finalist - Best Use of Content - Maybelline Through Their Eyes