Brand | MOBILY |
Product/Service | MOBILY ESPORTS |
Entrant | MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES |
Category | Corporate Social Responsibility (CSR) / Corporate Image |
Idea Creation
|
MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
|
PR
|
MARKETTIERS4DC London, UNITED KINGDOM
|
PR 2
|
WEBER SHANDWICK MENA Dubai, UNITED ARAB EMIRATES
|
Production
|
PIXEL PLUS MEDIA Dubai, UNITED ARAB EMIRATES
|
Production 2
|
SONIDO ANTRO Miami, USA
|
Production 3
|
JOY FILMS Dubai, UNITED ARAB EMIRATES
|
Write a short summary of what happens in the radio or audio execution or campaign.
If you put yourself in a predator’s shoes and imagine a 100-person Fortnite match, you can quickly come to the conclusion that one of the easiest ways to single out young, innocent, approachable players is by their voice. With this in mind, we decided to make a small tweak in the usual gaming headsets and create a one-of-its-kind, innovative product, that modifies children’s voices so they sound significantly older.
By doing this, we can mask their ages and identities, stave off predators who are looking for potential victims and transform normal headsets into conversation starters, driving the gaming safety debate even further.
Cultural / Context information for the jury
More than 93% of kids play video games. And with the pandemic, children are spending more time in their rooms and, consequently, gaming. Uncoincidentally, reports of online sexual abuse are emerging with unprecedented frequency around the world, with some perpetrators grooming hundreds and even thousands of victims, according to a review of prosecutions, court records, law enforcement reports and academic studies.
It was time we did something about it. So, we decided to reimagine headsets and transform them into powerful tools and, most importantly, conversation starters. Because the only way we’ll end this issue is by talking to kids and making this a topic of discussion in every home.
Script. Provide the full to radio/audio script in English.
N/A. In this project, we did not create a conventional radio spot. Instead, we used the manipulation of audio to create an engaging tool that protects children while gaming and also raises awareness around gaming safety.
Credits
Paul Banham |
MullenLowe MENA |
Executive Creative Director |
Eduardo Castello Branco |
MullenLowe MENA |
Copywriter / Creative Director |
Hagall Muniz |
MullenLowe MENA |
Art Director / Creative Director |
Fabio Koriyama |
MullenLowe MENA |
Art Director |
Marcio Rodrigues |
MullenLowe MENA |
Motion Graphics Specialist / Video Editor |
Martina Niranjini |
MullenLowe MENA |
Producer |
Lucas Duque |
Sonido Antro |
Music Production Specialist |
José Garcellano |
Pixel Plus Media |
Product Design / Production Specialist |
View Script
Links
Video URL