Havas Group’s campaign ‘Undercover Avatar’ has been awarded ‘the world’s most awarded campaign’ last year by the World Advertising Research Center (WARC) Media 100 rankings.
Created on behalf of the child welfare association l’Enfant Bleu, ‘Undercover Avatar’ was produced by Havas Group’s French agency Havas Sports & Entertainment.
The marketing agency’s campaign used the video game Fortnite to help children who were victims of abuse during the lockdown.
An undercover avatar was created and placed in the game for children to share their concerns with.
Havas wished to highlight the role of video games in raising awareness of this “dramatic social phenomenon”.
As a result, the French government and the European commission supported the campaign that helped police identify child abuse.
“The WARC Media 100 shows the growing influence of gaming on the media landscape,” WARC SVP of content David Tiltman said.
“More clients are showing an understanding of the nuances of gaming beyond simple product placement or ads in games.”
“Top campaign L’Enfant Bleu created an avatar within video game Fortnite that allowed children at risk of abuse to talk in confidence without their parents’ knowledge.”
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Due to this campaign, Havas Sports & Entertainment is now one of the top 5 most awarded agencies in the world and also contributes to the presence of French agencies in the top 10 most awarded countries.
Havas Sports & Entertainment Paris President, Stéphane Guerry added: “By freezing all sports and entertainment events, Covid-19 could have seriously damaged our agency.”
“But our teams turned it into an opportunity and put their heart and soul into becoming one of the world’s leading creative and innovative agencies.”
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