Flow is the main sponsor of eSports in Argentina and their most important target is kids and teenagers. How could they help the more than 50% of Argentinian kids that live in poverty?


While many children suffer from lack of clothing in real life, others are worried about clothing in video games.

Our campaign connected the virtual world with the real world to help solve this problem.


We worked along with ‘Fundación Manos Abiertas’ to create a revolutionary solution: The Skin Trade.

We joined the most important gamer event in LATAM – the ‘League of Legends Final’ – to offer a simple deal for players: Bring clothes they no longer use in exchange for exclusive skins for their videogame heroes.


The Foundation collected more clothes that day than in the previous year.

The initiative was such a success that it will be available for Fornite’s Final, developed by Epic Games, as well as for all eSports events in Argentina.

Skin Trade Cannes 2020 V9 HQ Sep ENG 18 web webmhd

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2021 Cannes Lions

2021 Cannes Lions

Media: Use of Events

Bronze Lion