Menos loot boxes, más real gamers

For the Ministerio de Derechos Sociales, Consumo y Agenda 2030, we created a campaign about loot boxes, the in-game surprise boxes that work a lot like gambling. The Ministry wanted to raise awareness about the risks for the general public.

Our challenge was to connect with two audiences at once: parents, concerned about their kids, and young players, who often don’t see the danger. We found the sweet spot by showing young gamers explaining what loot boxes are.

The contrast between kids talking innocently and the reality of spending real money in a gambling-like system helps adults understand the risks, while keeping the story relatable for young players. The spot closes with “menos loot boxes, más real gamers”, encouraging young players to enjoy games the right way and win clean, without shortcuts or unfair advantages.



Spot