In the world of online gaming, even something as small as a character skin can make someone a target. Players who use the default, or unpaid, skins in games

are often singled out and mocked by others. 

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So we launched The Antibullying Skin. A campaign that invites players from all backgrounds to donate their unused skins to create a shared pool that gives players

without the financial means to purchase expensive in-game designs access to a whole new range, free of charge.

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This simple action helped level the playing field and encouraged a more supportive gaming community.

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Promoted with the help of Brazil’s top gaming influencers, the campaign reached over 50 million earned media impressions, drove 74,000 social interactions,

and received 97% positive feedback. It also earned Cheil Brazil its first Cannes Lion, boosting the agency’s visibility across Latin America.