Women in Games - "Gender Swap (122s)"

BETC Paris

BETC Paris Pantin, France

1243

Title	Gender Swap (122s)
Agency	BETC Paris
Campaign	Gender Swap
Advertiser	Women in Games
Brand	Women in Games
Posted	November 2022
Business Sector	Institutional/Public Interest/Non-Profit Org.
Story	50% of the 3 billion gamers worldwide are women. Yet, they only represent 22% of employees in gaming studios. The consequence? A representation of female characters that is too often hypersexualized and cliché compared to male characters.At Women in Games, we want to change things by increasing the number of women in the industry. To show the extent of the problem, we hacked the game files of dozens of mainstream video games, to swap the animations of male and female characters.Introducing GenderSwap: male video games heroes like you’ve never seen them before, animated like their female counterparts.
Media Type	Digital
Advertising Manager	Morgane Falaize
Advertising Manager	Lamise Guenni
Advertising Manager	Victoria Cribier
Account Management	Catherine EMPRIN
Executive Creative Director	Stéphane Xiberras
Creative Director	Arnaud Assouline
Creative Director	Benjamin Le-Breton
Art Director	Marie Glotin
Associate Art Director	Corinne Chamoun
Copywriter	Matthieu Bouilhot
Creative technologist	Lionel Sarrazy
Creative Consultant	Sébastien Delahaye
Producer	Fanny Perrier