Maybelline - "Through Their Eyes"

Hero

Hero Sydney, Australia

Awards

4909

This ad is part of the ACT Responsible Collection

Brand: Maybelline
Country: Australia

Advertiser: L'Oréal

Title	Through Their Eyes
Agency	Hero
Campaign	Through Their Eyes
Advertiser	L'Oréal
Brand	Maybelline
Date of First Broadcast/Publication	2023 / 2
Business Sector	Cosmetics, Beauty Products & Perfumes
Story	Over the past few years, Maybelline New York has had an increasing number of gaming partnerships and events. Their gaming marketing strategy, which also appeals to members of the LGBTQ community, reflects the diverse groups of people that use makeup. Through Their Eyes comes before Maybelline New York's Eyes Up Cup gaming event, an all-woman battle royale. The Through Their Eyes campaign involved a social experiment where two popular male gamers, Joel “JoelBergs” Bergs and Drew “DrewD0g” Warne, played a first-person shooter and used voice modification to make their voices sound female. Almost immediately, the two gamers began to face harassment. Other players told them to shut up and go back to the kitchen, used extremely explicit and objectifying language, and told them they wanted to have sex with them. They also had gamers drop out of online matches or ignore them completely
Media Type	Branded Content
Length	180 seconds
Advertising Manager	Alexandra Shadbolt
Advertising Manager	Alana Pozzebon
Advertising Manager	Adele Courgenay
Advertising Manager	Liz Odey
Advertising Manager	Tess Norman
Advertising Manager	Dawid Zastawnik
Executive Creative Director	Shane Geffen
Creative Director	Andrew Woodhead
Art Director	Charlotte Shearsmith
Copywriter	Anneliese Sullivan
Copywriter	Will Fox
Senior Designer	Aaron Wickers
Head of Strategy	Tallon Mason-Kane
Group Business Director	Charlie McDevitt
National Digital Managing Partner	Tim Evans
Lead Project Manager	Jenny Pham Manuel
Producer	Grace Quinn
Editor	Joel Sharpe
Online Editior	Adrian Katz
Production Company	Truce Films
Director	Jessica Barclay Lawton
Executive Producer	Elise Trenorden
Producer	Carla McConnell
Director of Photography (DOP)	Jesse Gohier-Fleet
Music / Sound Design	Gusto Studios
Creative Agency	McCann Worldgroup Australia