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Cultural Avatars
Publicis Conseil’s new campaign for Orange Middle East & Africa began with a simple piece of knowledge – Africa and the Middle East have the highest growth worldwide of gamers but are completely absent in the games when it comes to representation. None of the video games offers a variety of skins that represents the regions. So Orange gave them those skins through its campaign, Cultural Avatars #MaxYourIdentity. The goal of the campaign is to have gamers feel represented in their own skins from their various regions so they can wear their traditional outfits from Africa and the Middle East proudly in games such as The Witcher and Minecraft. An important symbol for these gamers that is attached to their roots. In addition, to grow the potential of young talents, Orange and Publicis Conseil partnered with three young designers from different countries in Africa and the Middle East. Yasmine El Tazi designed the Middle East and northern African costumes; Ibrahim Fernandez worked on the sub-Saharan region and Marie-Laure Jaomatana worked on Madagascar. They wove their vision and artistic touch into their desings as well as respecting the traditional clothing to fit into the world of video games. The outfits they created contributed to the creation of the various shades of skins.
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