The project aims to challenge views of women in gaming by telling inspiring stories of female achievements from past and present
Sunsilk City was created by Karta, a creative metaverse agency
Global hair care brand Sunsilk has launched an immersive metaverse gaming experience for global gaming platform Roblox.
The launch of Sunsilk City aims to provide an accessible space for female gamers but also provide inspiration for young girls.
Despite an estimated 41% of the 3.1 billion worldwide gamer population identifying as female, male characters have the majority.
Female stereotypes are often compounded through ‘damsel in distress’ characterisations or over-sexualised and objectified rewards, said Sunsilk.
Through Sunsilk City, the brand aims to challenge this standard with a series of relatable characters, which tell inspiring stories of female achievements from past and present.
“Sunsilk is dedicated to helping women find the confidence they need to seek out new possibilities for their future,” said Purnima Lamba, Global Brand Vice President at Unilever, Sunsilk’s owner.
“With so many young women around the world engaged in gaming and the widespread possibilities of the metaverse, we saw an incredible opportunity to reach a new generation in an engaging and authentic way.”
Sunsilk City was created by Karta, a creative metaverse agency and Roforco, a Roblox Game Studio.
The virtual city will first launch in Mexico with campaign ambassador Jessica Lakshmi, a Bio-Pharmaceutical Chemist.
“Nothing inspires me more than helping young women to follow their true passions, and I am so excited to work with Sunsilk on this campaign,” added Lakshmi.