The gaming industry faces a serious problem. Many of the games have hypersexualized female skins. These kinds of avatars don't represent young women. That's why Guaraná, the soft drink for AB InBev, needed to do something about it. First, we contacted young gamers and asked them about the kind of skins that the gaming industry could have. Then, we designed the skins and took them to Core, a free-to-play online videogame, in which we can change worlds, avatars, and skins in gaming, expecting to change the virtual world to make a change in the real one.
Shed Skin not only gave a voice to young women in the industry. It also became the first initiative in the country that started
a debate about female participation in gaming.
