A Las Vegas casino is a flashy place. Brights colours, popping sounds, lots of games to try. No place for children. Africa Creative and telco, Vivo, take viewers into the casino lifestyle…to find a little girl playing roulette with her teddy bear in her arms.
Global studies indicate that a child can spend even more time, money, and experience more anxiety than a professional gambler. The platform, Vegas Generation, created with the technical support of the Regional Psychology Council of São Paulo (CRP-SP), was created to help parents, guardians, caregivers, and educators promote a more healthy, responsible approach to children’s online gaming activity.
In order to definitively identify signs children are engaging in potentially harmful online gaming activity, there is also a platform that gives parents, guardians, and caregivers a test in which their own answers indicate if their child is playing games beyond what experts consider a normal amount. It provides suggestions and guidance on taking the first steps to deal with a child’s toxic online gaming.
All content production of the platform and support was done in partnership with Luiza Brandão, a psychologist specialising in children and adolescent behaviour, who has been assisting families facing this problem for seven years.
“Vivo is a brand that seeks to create constructive dialogues about contemporary cultural themes, particularly those that are linked to the challenges of digital life. As part of that mission, we also want to provide tools to make children’s relationship with games more balanced and healthy,” stated Marina Daineze, brand and communication director of Vivo.
“Ideating this project alongside Vivo has been a tremendous source of pride for me and for Africa Creative. As a father, I couldn’t help but worry about children and teenagers who are increasingly absorbed within the gaming universe. It is crucial to use all of Africa Creative’s and Vivo’s influence to help families improve in this situation in the best possible way: with accurate and actionable information. New times call for new discussions. Ee need to use creativity to support social good and keep up with digital trends,” added Sergio Gordilho, co-president and CCO of Africa Creative.
Vegas Generation is being promoted on Vivo’s social media channels, along with impactful images produced by artificial intelligence that depict the reality of the gaming issue along with illustrating the solutions. Finally, a Google search strategy will be implemented to answer the most frequently searched questions by parents and relatives on the search engine.
“It is important for us to understand that video games can be incredible tools for entertainment and learning; however, their use without care by children and adolescents can lead to catastrophic outcomes. To provide the utmost care, it is essential to educate parents on how they can prevent problematic outcomes by managing their children’s access to this form of media, taking into account the developmental stages of children and adolescents. This is the vital role that the platform plays, centralizing scientifically based information for parents, in a language accessible to them, allowing them to make conscious and healthy choices for the development of their children,” Luiza Brandão explained.
Credits:
Client: Vivo
Agency: Africa
Chief Creative Officer: Sergio Gordilho
Co- Chief Creative Officer: Mariana Sá
Executive Creative Director: Angerson Vieira, Rodrigo Barbosa
Head of Art: Hugo Aranha
Creative Director: Pedro Reis
Creative Team: Gustavo Zordan, Zeca Castilho, Samoel Junqueira, Robson Barreto, Giovanna Lima, Sergio Gordilho, Juliana Leite
Co-COO: Heloisa Pupim
Client Services: Camilla Steiman, Larissa Bertin, Rafaela Petita, Natalia Chamadouro e Barbara Passos
Media: Pedro Eustaquio, Jefferson Sales, Tatiana Araujo, Dani Laterza
Strategy: Ana Kuroki; Anne Corbucci, Nathalia França e Katiane Souza
Content: Patricia Colombo, Aline Botelho, Naty Moreno, Aline Khoury
VP of Special Projects and Creative Content: Juliana Leite
Director of Special Projects: Lica de Souza
Project Manager: Giovanna Lima
Creative Producer: Lais Cattena, Thays Miranda, Theo Etlin, Raquel Martins
Production Assistant: Valentina De Luca
Intern: Marina Rabello
Director of Sustainability and Institutional Relations: Raphael Vandystadt
RTV: Rodrigo Ferrari, Tais Olhiara
Case Edit: Dani Seabra, Thays Silva
Motion: Diego Oliveira
Colour: Fabio Mackza
Production: Saigon Filmes
Directors: Vellas & Rafa Di Celio
Executive Producer: Marcelo Altschuler, Carol Pessini
Director of Photography: Will Etchebehere
Assistant Director: Lu Camargo
Post-production Coordination: Roberta Bruzadin
Post-Production Service: Claudia Rocha
Finisher: Fabio Abreu / Roberta Bruzadin
Editor: Ivan Kanter
Colour: Osmar Jr
Finish: Leandro Pena & Marcio Mattos
AI image post-production: Studio Boreal
Video production: silviomedeiros.net
Director & Photographer: Silvio Medeiros
Music and Sound Company: Antfood Music & Sound Design
Pictures: La Carretera Filmes
Director: Mauricio Pisani
Producer: Acauã Sol
Photography: Lucio Telles
National PR: Loures
