Will Green
4 days ago

Got2be and Jung von Matt Nerd launch Roblox games for Pride month

Activation features two games based on the history of the LGBTQ+ movement.

Got2be and Jung von Matt Nerd launch Roblox games for Pride month
Hair brand Got2be and Jung von Matt Nerd have created a campaign centred on Roblox games to celebrate Pride month.
 
“CSD obby by Got2be” features two games based on the history of the LGBTQ+ movement to target Gen Z and Gen Alpha.
 
One game features Christopher Street in New York, the site of the Stonewall Inn that sparked the Stonewall Riots of 1969, which launched the modern LGBTQ+ movement.
 
Players must overcome challenges and barriers, symbolising discrimination and repression, while the game features historical references, key events and important figures.
 
A second game features an obstacle course inspired by the rainbow flag, with each level representing a rainbow flag colour and its meaning, such as orange for healing and red for life.
 
 
Jung von Matt Nerd developed the game design and comms, while Alfr3d, the agency’s tech division, supported strategy, mechanics and user generated content creators.
 
Gesa Geissel, corporate director international marketing at Henkel, the owner of Got2b, said: “The LGBTQIA+ community is currently still very underrepresented in the gaming world. Through our contribution, we hope to be able to deeply connect with Gen Z and Alpha, raise awareness and support diversity – in a playful but respectful way.”
 
“CSD obby by Got2be” is released globally today (5 June) and will be available throughout June.
 
Thanh Dao, managing director and partner at Jung von Matt Nerd, said: “Pride and the Christopher Street Day Parades have become household names in today’s culture, but a lot of young people, especially outside the LGBTQIA+ community don’t know the origin and that Christopher Street is an actual street in New York. Advocating towards more equality and inclusion, we wanted to honour the history of the marches and their place of origin. And the best way to educate people is to entertain them.”
 
Last year Jung von Matt launched a London branch of its gaming and fandom agency Nerd.
 
Source:
Campaign UK

Related Articles

Just Published

11 hours ago

Agency Report Card 2024: Ogilvy

Ogilvy APAC celebrated a strong creative year in 2024, clinching top regional honours at Cannes Lions. Yet operational headwinds, particularly in China, tested its resilience and reshaped its growth strategy.

11 hours ago

Campaign Global Agency of the Year Awards 2024: ...

Ogilvy and UM win global network of the year awards for creative and media respectively, while Special agency in New Zealand earns Asia-Pacific network of the year.

13 hours ago

Apple Watch’s heart story strikes a chord in Japan

Apple’s new Japan campaign tells the real-life story of a heavy metal fan whose Apple Watch alerts help detect a life-threatening heart condition just in time.

13 hours ago

2025 Cannes Contenders: RGA creatives weigh in

A ubiquitous surname, a sexually transmitted infection, the printing of memories and an animal god that helps gamers might all bring fame glory to campaigns in Cannes next week.