This ad changed video games to make men behave like women


Female characters could definitely use less. But could the male characters have more? This would go a long way in teaching boys (and, yes, men) that they can be whatever they want in their bodies. And it’s worth saying that if women are to be freed from these stereotypes, then both genders in the game could use some tweaks in their approach (not to mention that we could also use more genders overall).

I mean, we have LilNasX now.

#GenderSwap went live on February 15. For two days, select streamers including Morrigh4n, Kaosvmd, Red Fanny, Adyboo, Hiuugs, Modiiie, Nimelya, and Titavion streamed it on their Twitch channels. Examples of modded video games are also listed on the Women in Games France site, and on its Discord server.

“Some of the scenes we collected had previously been shared online, but some had not. When they are all put together, it shows the extent of the problem and we hope it helps to realize how serious it is. Things are starting to change,” says Morgane Falaize, president of Women in Games France.

“There are exceptions to this portrayal; but for an Aloy in ‘Horizon’ or Ellie in ‘The Last of Us’, there are dozens and dozens of female characters who are often far too clichéd. Just like the industry from film, television and advertising, video games have a profound impact on how people view the world we live in and how we interact with others.”

Created in 2017, Women in Games aims to double the number of women and non-binary individuals working in gaming over the next 10 years. It revolves around four pillars of action: improving the visibility of women in the sector, raising awareness of the positive impact of diversity in gaming, supporting the professional development of female employees and raising awareness among young girls about careers in the sector. .


Campaign: #GenderSwap
Brand: Women in Games
Brand managers: Morgane Falaize, Lamise Guenni, Victoria Cribier
Advertising agency: BETC
Agency manager: Catherine Emprin
Executive Creative Director: Stéphane Xiberras
Creative directors: Arnaud Assouline, Benjamin Le-Breton
Editor: Matthieu Bouilhot
Artistic director: Marie Glotin
Deputy artistic director: Corinne Chamoun
Creative Technologist: Lionel Sarrazy
Creative consultant: Sébastien Delahaye
Producer: Fanny Perrier

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