| Titel | Through Their Eyes |
| Agentur | Hero |
| Kampagne | Through Their Eyes |
| Werbende | L'Oréal |
| Marke | Maybelline |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2023 / 2 |
| Geschäftsbereich | Kosmetika, Schönheitsprodukte & Parfüms |
| Story | Over the past few years, Maybelline New York has had an increasing number of gaming partnerships and events. Their gaming marketing strategy, which also appeals to members of the LGBTQ community, reflects the diverse groups of people that use makeup. Through Their Eyes comes before Maybelline New York's Eyes Up Cup gaming event, an all-woman battle royale. The Through Their Eyes campaign involved a social experiment where two popular male gamers, Joel “JoelBergs” Bergs and Drew “DrewD0g” Warne, played a first-person shooter and used voice modification to make their voices sound female. Almost immediately, the two gamers began to face harassment. Other players told them to shut up and go back to the kitchen, used extremely explicit and objectifying language, and told them they wanted to have sex with them. They also had gamers drop out of online matches or ignore them completely |
| Medientyp | Branded Content |
| Länge | |
| Werbeleiter | Alexandra Shadbolt |
| Werbeleiter | Alana Pozzebon |
| Werbeleiter | Adele Courgenay |
| Werbeleiter | Liz Odey |
| Werbeleiter | Tess Norman |
| Werbeleiter | Dawid Zastawnik |
| Executive Creative Director | Shane Geffen |
| Creative Director | Andrew Woodhead |
| Art Director | Charlotte Shearsmith |
| Texter | Anneliese Sullivan |
| Texter | Will Fox |
| Senior Designer | Aaron Wickers |
| Head of Strategy | Tallon Mason-Kane |
| Group Business Director | Charlie McDevitt |
| National Digital Managing Partner | Tim Evans |
| Lead Project Manager | Jenny Pham Manuel |
| Produzent | Grace Quinn |
| Cutter | Joel Sharpe |
| Online Editior | Adrian Katz |
| Produktionsfirma | Truce Films |
| Regisseur | Jessica Barclay Lawton |
| Executive Producer | Elise Trenorden |
| Produzent | Carla McConnell |
| Direktor Fotografie | Jesse Gohier-Fleet |
| Music / Sound Design | Gusto Studios |
| Creative Agency | McCann Worldgroup Australia |
Mehr Projekte
ALLE SEHENFind Your Drive
- MARKE:
- Toyota Motor Corporation Australia
- AGENTUR:
- Hero
Metalmorphosis
- MARKE:
- Toyota GR Corolla
- AGENTUR:
- Hero
Confidence Comes Standard
- MARKE:
- Toyota Corolla Cross
- AGENTUR:
- Hero
Senior Constable Laurie Fox
- MARKE:
- Victoria Police
- AGENTUR:
- McCann Melbourne
SmartWax
- MARKE:
- Clean Ocean Foundation Australia
- AGENTUR:
- McCann Melbourne
Unwritten Reviews (Film Case)
- MARKE:
- MIFF
- AGENTUR:
- McCann Melbourne
Shahram's Table
- MARKE:
- The Producers / Shahram
- AGENTUR:
- The Producers
Find The One
- MARKE:
- The Producers / Shahram
- AGENTUR:
- The Producers
Apple & Cinnamon Hot Cross Buns
- MARKE:
- Bakers Delight
- AGENTUR:
- McCann Melbourne