AB InBev Uses All-Male ‘FIFA 21’ Avatar Options To Design Its First Female Team
Image via Pony Malta
AB InBev’s non-alcoholic Pony Malta and creative agency MullenLowe SSP3 have teamed up to put together ‘She F.C’—the first all-female club in FIFA 21—to help women feel represented.
The duo found that only male avatars could be created in FIFA Pro Clubs and Career Modes—options in the game where you can create a Virtual Pro player to play tournaments and make a career out of the game.
To spotlight this issue, the first all-female team in Career Mode, She F.C, has been created to break stereotypes in soccer. The female team was created by customizing the features on male avatars.
“When we found the problem inside the game, we knew we needed to do something about it,” CCO of MullenLowe SSP3, Carlos Andrés Rodríguez, explained. “She F.C is a way to give girls and women to have the place they deserve in the game: the opportunity to play for big clubs and win worldwide tournaments.”
Pony Malta has also launched a petition asking FIFA game creators to tweak its policies and make the franchise more gender-inclusive.
“The essence of Pony Malta is to inspire teens to reach the best version of themselves,” said Juan Alonso Torres, AB InBev’s marketing director. “To do that, we need to create safe environments for them, with equal opportunities for both men and women. She F.C. is a call to FIFA to help girls and women feel identified and represented, and we hope people will join the movement.”
[via Muse by Clio, cover image via Pony Malta]
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