Samsung Tablets: Anti-Bullying Skin

Electronics brand Samsung developed a special free 'Glow' skin for players in the online game Fortnite to show support for bullied players and reinforce its tablet superiority, globally.

Campaign details

Brand: Samsung TabletsBrand owner: SamsungAgency: Cheil BrazilMarket: BrazilIndustries: Mobile devicesMedia channels: Word of mouth, influencersBudget: Up to 500k

Executive summary

On Fortnite, one of the most important games in the world, players have the option to buy cosmetic items and tools to improve their performance. A lot of players cannot afford to buy these tools, and this has led to very toxic behaviour among some players who make fun of those who wear the game's default skin, with 'default' becoming a new insult among Fortnite...

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