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News from Members Cheil | Centrade and Samsung Romania Romania launch "Share Your Power in Minecraft", the first equality bootcamp in gaming

Cheil | Centrade and Samsung Romania Romania launch "Share Your Power in Minecraft", the first equality bootcamp in gaming

by Cheil | Centrade September 21, 2023

Strategic communication and data intelligence consulting company Cheil | Centrade, the hub for Southeast Europe of the Korean network Cheil Worldwide, launches “Share Your Power in Minecraft”, a Samsung project that supports gender equality in gaming. In 2022, Cheil was the most awarded network globally for projects in Gaming, campaigns such as "The Cost of Bullying", "Quest for Dyslexia" or "The Battle Inside" obtaining important trophies at Cannes, Clio Awards, The One Club , LIA or Spikes.

The interactive experience, built with Nexus Media, stars content creators Karinul, Reddysh, and iSilent as they unite to promote gender equality in gaming and fight discrimination against girls in this industry. As part of the #PlayOnWithSamsung platform, the project is part of the "Share Your Power" initiative, which brings together the most influential female gaming representatives in Romania.

Girls' participation in gaming has increased significantly in recent years, with the global proportion approaching that of boys. However, their effort is still not fully recognized and appreciated, and the challenges they face daily include bullying, discrimination, and harassment. 77% of female gamers faced these challenges, and 59% utilized gender-neutral or masculine nicknames to avoid conflict and harassment. In response to this societal conversation, Samsung has stepped up to advocate the female gaming community, including through its new anti-stereotype initiative.

Minecraft is a cultural phenomenon, not just a game. The Minecraft platform, which allows for endless creation, has been deemed the most suitable for reaching a big audience with high engagement. In Romania, 40% of gamers play Minecraft, and the majority of them are between the ages of 15 and 24. Of them, 65% play for the educational experience it delivers, which is why Samsung sees Minecraft as the best option for an equal gaming bootcamp that is both educational, distinctive, and engaging as a brand experience.

Karinul, Reddysh, and iSilent battled bullying, deconstructed stereotypes, and conquered the discrimination girls encounter in gaming on a map created specifically for this campaign in Minecraft. To round off the experience, they traveled an entire hall of fame of female gaming in Romania, as well as three zones on the server: The Unity Bridge, The Stereotype Dodger, and The Tunnel of Power. In the end, the three influencers arrived to the Pedestal of Power through a dropper, a fitting tribute to the girls of the GRL PWR Samsung squad, composed of Adrii Von B, Alexa TV, Ana Dumbravă, Antonia Nuckle, Karinul, and Reddysh.

The "Share Your Power in Minecraft" experience could be viewed on the channels of Samsung Electronics Romania and influencers Karinul, Reddysh, and iSilent, to inspire and convey the message that girls have a well-deserved place in gaming, but can also rely on the support of boys, thanks to the presence of iSilent. Their incredible adventure earned nearly 200,000 views, with an outpouring of positive comments for their bravery. Karinul, Reddysh, and iSilent, as trailblazers, inspired members of their communities to be more open, appreciative, and nonjudgmental, and invited them into the realm of Share Your Power to experience the immersive experience on the specially created Minecraft server.

„Samsung is a purpose-driven brand that goes beyond sales, engaging with social issues and bringing to the forefront cultural and emotional issues. Building the most inclusive gaming environment and fighting bullying are two of our priorities. We chose to put technology and innovation in the hands of the next generation to foster an environment of equality in gaming based on mutual respect and performance recognition. We want to honor GenZ's open-mindedness and inclusive attitude with the new «Share Your Power in Minecraft» campaign, where cooperation between male and female gamers can unlock countless benefits - in-game and beyond.”, says Simona Panait, Head of Marketing, Samsung Electronics România & Bulgaria.

«Share Your Power in Minecraft» began with numerous talks with the campaign's gamers to deliver the most authentic experience possible of both female representation and discrimination encountered by girls in gaming. With the help of everyone involved - Samsung, Cheil | Centrade, Nexus Media, Karinul, Reddysh, iSilent - we were able to increase the visibility of female gaming talent, and we hope that this representation will help GenZ identify and be more courageous, understand that their voice is needed and will be heard, but also that the obstacles associated with bullying and discrimination will become increasingly easier to overcome when girls join their forces.”, adds Denisa Armașu, Group Creative Director, Cheil | Centrade.

The "Share Your Power in Minecraft" campaign - which has so far recorded 5M video views is part of the Share Your Power initiative, launched in March 2023 together with the female gaming team Samsung GRL PWR. It continues the Samsung Electronics campaigns on the #PlayOnWithSamsung platform: activations from Bucharest Gaming Week, Comic Con and gaming tournaments. Through these campaigns, Samsung Electronics and Cheil | Centrade are promoting better gender inclusion in gaming by offering immersive, inclusive experiences that address the concerns of today's Gen Zers.

Samsung Romania Team:

  • Simona Panait - Head of Marketing Division, Samsung Electronics Romania & Bulgaria
  • Sabina Știrb – Communications & CC Manager, Samsung Electronics Romania
  • Sara Cristina Elsheikh – PR Specialist, Samsung Electronics Romania
  • Raluca Alexe – Social Media Specialist, Samsung Electronics Romania

Cheil | Centrade Team:

  • Mihai Gongu - Executive Creative Director
  • Simona Costea - Global Business Leader
  • Petruța Ciuică – Head of Digital Strategy
  • Monica Garbur – Head of A/V Production
  • Denisa Armașu – Group Creative Director
  • Valentin Lăzureanu - Innovation Strategist
  • Iarina Comănescu – Copywriter
  • Ana Constantin – Art Director
  • Alina Iamandi – Digital Project Manager
  • Alina Miu - Account Manager
  • Gabriela Ursu – Social Media Manager
  • Cristiana Iordache – Social Media Coordinator
  • Ruxandra Cislariu – Jr. Social Media Executive

Nexus Media Team:

  • Octav Crețu - CEO
  • Codruț Popescu - Project Manager
  • Bogdan Dura - In Game Developer
  • Alexandru Dragomir - In Game Programmer
  • Răzvan Badea - In Game Asset Designer
  • Alexandru Crețu - In Game Graphics
  • Dragoș Cucu - In Game Consultant

Samsung Electronics Co., inspires people and creates the future through technology and ideas. The company is redefining the world of televisions, smartphones, wearables, tablets, digital home appliances, network and memory systems, and professional displays.

Strategic communication consulting and data intelligence company, Cheil | Centrade, is one of the largest integrated communications companies in Romania and a regional hub for the Korean Cheil network in Southeast Europe, coordinating Samsung's communication and creation strategy. The Cheil | Centrade portfolio includes PROFI Romania, Hochland România, First Bank, ENGIE Romania, NN Romania, Carrefour Romania, Alpin 57, Mondelez, Raiffeisen Bank, Point Pickup, ANAIS Association, and United Way.

Since 2018, Cheil | Centrade Bucharest has launched the Digital Intelligence and Analytics (DIA) division, a unique data intelligence service center that serves several markets from Europe. Established in 2022, the Digital Media division completes the mix of services that the agency offers to its clients, also benefiting from the advantage of its own digital service and data analysis center. DIA and Digital Media divisions work together to offer clients tailored digital solutions, using the expertise of professionals and the latest analytical tools in the digital area.

In 2023, Cheil | Centrade won a Silver trophy at the IAB Mixx Awards Europe for the Samsung #22EpicNights campaign, a nomination for the Kozel brand launch campaign in Romania, a Silver and two Bronze trophies at the Effie Awards, a Gold trophy, two Silver and a trophy of Bronze at the White Square Festival, but also a Bronze trophy at Top ADC*RO 2023. In 2022, Cheil | Centrade earned its first Silver at Europe Silver Awards and the first Romanian Grand Prix at the IAB Mixx Awards Europe with the “Guilt Gifts Puppetry” campaign for the ANAIS Association, as well as Gold, Silver and two Bronze trophies at the Effie Awards, two Crystal trophies at MAD Stars Awards, and seven medals at Webstock Awards.

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