Orange - Cultural Avatars

Objective

Orange, a major mobile carrier in Africa and the Middle East, launched Cultural Avatars #MaxYourIdentity to address the underrepresentation of African and Middle Eastern cultures in mainstream video games. The campaign targeted regions with the fastest-growing gamer populations worldwide, aiming to help players from these cultures feel represented through in-game customization and foster cultural inclusivity in the gaming industry.

Solution

Orange partnered with Publicis Conseil and production company Busterwood to create six culturally authentic character skins (three female, three male) for popular games: Minecraft, The Witcher, and The Sims 4. Each skin drew from traditional clothing and local designs, designed by young stylists from specific regions: Yasmine El Tazi (Middle East and North Africa), Ibrahim Fernandez (Sub-Saharan Africa), and Marie-Laure Jaomatana (Madagascar). The avatars were unveiled during Orange's esports championship final in Abidjan on January 29, 2023.

Results

Not published.