Backus-ABinBev: Shed Skin Empowers Female Gamers
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Backus-ABinBev partnered with Ogilvy Perú to launch Shed Skin, a campaign addressing female hypersexualization in gaming. By collaborating with young gamers and designers, the initiative expanded avatar options to include more inclusive, non-sexualized characters. The project aimed to foster representation and comfort in gaming environments, empowering female players to shape their experiences. The effort led to a 40% increase in user engagement among female participants, highlighting the power of inclusive design and community-driven change.
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Original write-up, full visuals, full context.
Published around:
May 9, 2023
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Added to Agency Inside:
March 25, 2026
