The special project of Samsung with the game Fortnite, O Antibullying Skin, developed in partnership with Cheil Brazil, won the award silver lion in the Media category – Use of Digital Platforms at Cannes Lion 2021.
The proposal, launched with the objective of combating the wave of cyberbullying present at Fortnite with “defaults” players, that is, who use a basic skin without customization, promoted donations from Skins Glow for gamers who couldn't pay for a game item.
“It is an important and gratifying recognition for Samsung to have won the award with the special Antibullying Skin project, further valuing our social impact initiatives,” said Roman Cepeda, vice president of marketing for the mobile devices division of Samsung Brazil.
During the game, streamers used the Galaxy Tab S6 to show how easy it was to play with Glow, interacting, inviting the base of followers to participate in the fight against cyberbullying and donating the skin to friends “defaults”.
The video can be seen above in the spotlight.