This Cannes-Lion winning campaign was inspired by the startling insight that in Australia, 83% of female-identifying gamers have experienced offensive behaviour online. So most switch their microphones off to hide their identity, and game in silence.

Using live voice-changing technology, we disguised two high-profile Aussie male gamers, and gave them fake female profiles in an online first-person shooter game, so they saw what it was like to play through a woman’s eyes.

The 3-minute film was broadcast by Twitch streamers to millions of fans, encouraging male players to change the game and directing those who’d suffered abuse to online mental health service, ReachOut.

It was then screened at Maybelline’s premiere live gaming tournament, the Eyes Up Cup, held at the Southern Hemisphere's largest eSports stadium, Fotress, contested between 32 of Australia’s most impactful women in gaming on a custom Maybelline New York Fortnite mod map designed for the campaign.