-MullenLowe SSP3 hacked Fifa’s career mode to create a female team in this “She FC” campaign for AB InBev Colombia’s Pony Malta (video above). The campaign includes a petition calling on FIFA to create a more gender-inclusive career mode.
“The essence of Pony Malta is to inspire teens to reach the best version of themselves. To do that, we need to create safe environments for them, with equal opportunities for both men and women. She F.C. is a call to FIFA to help girls and women feel identified and represented within the game, and we hope people will join the movement to make one of the most popular games in the world be more inclusive,” AB InBev Colombia marketing director, non-alcoholic beverages Juan Alonso Torres said in a statement.
“When we found the problem inside the game, we knew we needed to do something about it. ‘Hacking’ the game was the best way to do it,” added MullenLowe SSP3 CCO Carlos Andrés Rodríguez. “SHE F.C is a way to give girls and women to have the place they deserve in the game: the opportunity to play for big clubs and win worldwide tournaments.”
-BBDO New York and M&Ms will return to the Super Bowl in 2021.
–Omnicom hired Emily Graham from FleishmanHillard as chief equity and impact officer, svp of diversity and inclusion communications. She succeeds Tiffany R. Warren, who left her role as svp, chief diversity officer in October to join Sony Music Group.
–DDB Worldwide appointed its first global DEI lead, hiring Nikki Lamba from Catalyst in the role.
-An always-on work culture has made it harder to justify taking sick days at some agencies.
-Muse by Clio takes a look at “The Year in Creativity.”