Women have been conquering their space for years. And now is not the time to stop. Even representing 53.8% of all players in Brazil, they suffer from offenses and harassment in games. How can Coca-Cola encourage them to win one more fight and make men see even more the problem?
Skins have very high value in League of Legends. That's why Coca-Cola created a new pack featuring the most important and empowering women in history. Female accounts received the bundle for free. Men, on the other hand, needed to earn it.
How it worked:
Entering the game, women received an encouraging message, accompanied by a free skin pack. Men needed to take a quiz about feminism and tweet an oath of respect for women hashtag.

46º Anuário do Clube de Criação

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