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AB inBev and Ogilvy Perú Join Forces Against Gaming Stereotypes

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'Shed Skin' gives young gamers a voice in the hyper sexualisation of female characters in games

AB inBev and Ogilvy Perú Join Forces Against Gaming Stereotypes

One of the fastest growing industries in the world of entertainment is gaming. However, there is a latent problem that has been going on for years and still needs solutions: female hyper sexualisation in games. The female avatars present in gaming tend to have large busts, short skirts and few clothes, something that bothers, especially, the new generations.

For this reason, Backus-ABinBev together with Ogilvy Perú created ‘Shed skin’, an initiative that seeks to give young gamers a voice in relation to their participation in the industry.

To achieve this, they worked on Core, a free-to-use platform in which each user can intervene with their avatar, their world, and their skin. And, together with young gamers and specialised designers, they co-created new skins far from hyper sexualisation and more aligned with real tastes.

“We developed new avatars so that more girls would use them and thus combat one of the great problems present in game platforms: participating with male characters, which girls often chose to avoid offensive comments, or hypersexualised female characters that do not represent them. Throughout the creative process, working together with women who have shared their vision and experience was fundamental and very enriching”, assured Yasu Arakaki, chief creative officer of Ogilvy Peru.

“At Backus-ABinBev we seek to create a movement where gamer girls feel represented and comfortable playing video games, we seek to break with the imposed stereotypes and create a more inclusive community,” said Alessandra Alegría, marketing lead.

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Client: Backus - AB InBev Perú

VP marketing: Alvaro de Luna

Marketing Director: Carmen Maria Bell Taylor

NABs & Adjacencies Lead: Alessandra Alegria

Brand Lead: Fernando Salas

Experiences Lead: Diego Pinto


Agency: Ogilvy Peru - Ogilvy Colombia

CEO: Julián Torres

COO: Nicolás Llano

CCO Latam: Jessica Apellaniz

CCO: Yasu Arakaki

Creative Director: Philyp Caneva, Carlos Cárdenas

Copywriter: Alejandro Escobar, Camilo Sepúlveda, Gustavo Lau

Art director: José Prieto, David García, Carolina Sánchez, Lucía Angarita, Sergio Acevedo, Miguel Villanueva

Head of Planning: David Rosazza

Strategic Planner: Wendy Acosta

Account Supervisor: Grecia Chávez

Executive Producer: Gustavo Via y Rada.


Casa Productora: Canica Films

Directora: Michelle Cassis

Productora Ejecutiva: María Teresa Benvenuto

DP: Pablo Morales

Asistentas de Dirección: Elsa Alegre y Nathiel Lino

Cámara y foco: Gianmarco Ahon

Productora: Nathaly Maguiño

Dirección de Arte: Karla Bertha

Sonido Directo: Gianmarco Rodriguez

Edición y Postproducción: Grecia Studio

Audio y Música: Humanimal


Desarrollo de Skins: Studio La Base Entertainment

Supervisor de Desarrollo: César Vélez

Programador CORE Game: Fernando Silva

Supervisor 3D/Modelado 3D: Carlos Ubirrarri

Modelado 3D: Marialex Perez, Carlos Romero

Gestor de Proyecto: Roberto García

Documentadora: Joanna Altamirano

Artista 2D: Saraid Acacio


Gamers: Diana Pomar, Mariana Fulle, Julissa Li.

Diseño conceptual Skins: Katherine Vildoso

Categories: Beers, Alcoholic Beverages, Fri, 06 May 2022 14:12:23 GMT