Vivo Telefonica Brasil • VMLY&R São Paulo

According to a World Economic Forum report, women earn 32% less than men. How do you show what the pay gap really means? We targeted those who can change this reality in the future: young people. To improve the understanding, we brought together players from the popular game Counter-Strike to a match as unequal as the one in the labor market. In each round of the experiment, one of the teams earned 32% less than the other.

With less money, it was impossible to buy the same game items. The final score was: 16 to 6. Even with six-time world champion, Lincoln "FNX", the losing team finished with a 62.5% handicap, more than the initial imbalance. The main goal was to encourage debate and initiate a movement within e-sports. With this parallel, people realized the pay gap effects, especially in the long term.

Cannes Recognition

1 Gold: Entertainment Lions for Sport