AB InBev

Shed skin

Agency: Ogilvy


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 hypersexualization 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, AB-inBev 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 specialized designers, they co-created new skins far from hypersexualization and more aligned with real tastes.

This professional campaign titled 'Shed skin' was published in Peru in April, 2022. It was created for the brand: AB InBev, by ad agency: Ogilvy. This Digital medium campaign is related to the Gaming and Soft Drinks industries and contains 1 media asset. It was submitted almost 2 years ago by Chief Communications Officer: Marina Piacentini of Ogilvy.


Advertising Agency: OGILVY PERÚ, LIMA, Peru
VP Marketing AB InBev Perú: Alvaro De Luna
Marketing Director: Carmen Maria Bell Taylor
NABs & Adjacencies Lead: Alessandra Alegria
Brand Lead: Fernando Salas
Experiences Lead: Diego Pinto
CEO Ogilvy Perú: Julián Torres
Coo: Nicolás Llano
CCO Latam: Jessica Apellaniz
Cco: Yasu Arakaki
Creative Director: Philyp Caneva, Carlos Cárdenas
Copywritter: 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 Entertaiment
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

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