Description
While women make up 49.7% of gamers in Latin America , just 3% of gamers at a professional level are female. Pony Malta wants to change this reality, so have launched ‘She Gaming’, an e-Sports team made up of female gamers to help women compete at a national level.
The initiative, created in partnership with MullenLowe SSP3, aims to demonstrate the raft of female talent in the big leagues of the gaming world. The initial line-up has seen Pony Malta bring together some of the best female gamers in the country, including María Camila Villafañe, Karen Meliza Varón, Helen Rodriguez, Natalia Galvis, and Sundara Moreno.
In addition to representing female gamers across the world, the team will help to create the biggest female gaming community in Colombia. Pony Malta is encouraging people to follow the team across the Twitch, YouTube and Facebook channels, connect with their live broadcasts to show their talent and participate in the special tournament.
This professional campaign titled 'She Gaming' was published in Colombia in September, 2021. It was created for the brand: Pony Malta, by ad agency: MullenLowe Group. This Digital medium campaign is related to the Soft Drinks industry and contains 3 media assets. It was submitted over 2 years ago by Senior Global Marketing & Creative Council Manager: Tom Belcher of MullenLowe Group.
Credits
Advertising Agency: MullenLowe SSP3, Bogota, Colombia
