Maria Gasolina
"Maria Gasolina" (Gasoline Mary) is a sexist term in car culture to say a woman is only interested in a guy because of his expensive car.
So we decided to redefine its meaning. It started as a movement in a GTA 5 roleplay map, where streamers transformed the term into an empowering expression about women who are experts in cars.
After that, the new meaning took over social media.
"Maria Gasolina" (Gasoline Mary) is a sexist term in car culture to say a woman is only interested in a guy because of his expensive car.
So we decided to redefine its meaning. It started as a movement in a GTA 5 roleplay map, where streamers transformed the term into an empowering expression about women who are experts in cars.
After that, the new meaning took over social media.
Awards:
One Show 2023 - Gaming for Good - Shortlist
Webby Awards - Metaverse, Immersive & Virtual - Winner
Campaign Experience Awards - Experiences for Good - Winner
Effie 2022 - Corporate Reputation - ESG - Finalist
Epica Awards 2022 - Public Interest - Gender Equity - Finalist
Eventex Awards - Virtual Events & Experiences - 2x Gold (Virtual Cause Event + Automotive)
Creativepool - Social Good - Bronze
Media.Monks
ECD: Luciana Haguiara
CD: André Oberg
Copywriter: Caio Scaranari, Naira Bentes
Art Director: Juliana Mello, Guilherme Dias
One Show 2023 - Gaming for Good - Shortlist
Webby Awards - Metaverse, Immersive & Virtual - Winner
Campaign Experience Awards - Experiences for Good - Winner
Effie 2022 - Corporate Reputation - ESG - Finalist
Epica Awards 2022 - Public Interest - Gender Equity - Finalist
Eventex Awards - Virtual Events & Experiences - 2x Gold (Virtual Cause Event + Automotive)
Creativepool - Social Good - Bronze
Media.Monks
ECD: Luciana Haguiara
CD: André Oberg
Copywriter: Caio Scaranari, Naira Bentes
Art Director: Juliana Mello, Guilherme Dias