Samsung and Fortnite Take on Cyberbullying With Innovative Glow Skin Campaign
Samsung in Brazil has just launched a new initiative in partnership with Fortnite to fight a new kind of cyberbullying, where kids without skins (a graphic asset that changes the appearance of characters in video-games without interfering in players abilities or impact) are treated poorly by other gamers because they don’t have the means to acquire such skins. The players without skins even have a “nickname”: The Defaults.
So, we used the new skin launched globally by Samsung and Fortnite to help fight this toxic behaviour. The Aura Glow skin is the first brand skin in Fortnite that can be donated to another player including those that have none. We invited the biggest Fortnite influencers in Brazil to join the movement, highlighting this matter by donating Glow Skin to Default players during their live stream, and encouraging everyone to do the same with their friends.
You can find out more about the campaign by watching the video below:
“The gaming community is super competitive and sometimes this competitiveness can become toxic. But this same community can also be incredibly united, so the idea behind the anti-bullying skin was for the community to self-correct and find a way to help everyone enjoy the best of Fortnite.” says Claudio Lima, Chief Creative Officer of Cheil in Latin America.
Whoever has a Galaxy from a big list of devices that include the S, Note and Tab families has the opportunity to download the Glow skin for free. This is great news especially for those players who cannot afford a new skin, which can cost up to U$50.
It’s important to highlight that the Glow can be donated even to other brand devices. The Skin is available to redeem and donate until December 31st.
Agency: Cheil Brazil
Product: Galaxy Tab S6
Title: Antibullying Skin
CCO LATAM: Claudio Lima
Managing Director: Evandro Guimarães
ECD: Douglas Kozonoe
CD: José Suaid / Felipe Petroni
CW: Márcio Bittencourt
AD: Victor Ferreira
Motion Artists: Renan Godoy, Renan Escribano
Account: Denise Azevedo, Jorge Maio, Victoria Gregório
Planning: Paula Queiroz, Caio morais
Gaming Specialist: Bernardo Silveira
Client approval: Loredana Sarcinella, Jarrye Bragança e Sabrina Compatangelo
Category: Consumer Electronics , Gaming Consoles