https://youtu.be/b-xScLIevw0
NEW YORK — The Ad Council’s iconic Love Has No Labels campaign will be returning to PAX West to debut “The League of Extraordinary Humans,” a mobile geo-location game featuring a diverse group of everyday heroes fighting for love and inclusion, including competitive gamer Mike Begum, aka ‘BrolyLegs’, transgender advocate Jazz Jennings, and long-distance swimmer Diana Nyad. “The League of Extraordinary Humans” will bring the Love Has No Labels message of inclusion of all communities regardless of race, religion, gender, sexual orientation, age and ability to one of largest gaming events in North America. Throughout the convention, Love Has No Labels will host a booth in the PAX Diversity Lounge and two panels on implicit bias and the role of diversity in gaming. The activations are part of the Ad Council’s larger Game for Good program, which focuses on bringing public service messages to gamers in an authentic way.
“To really have an impact on social issues, we need to meet people where they are spending their time. For millions across the country that’s playing games online, on mobile or on consoles,” said Lisa Sherman, President & CEO of the Ad Council. “‘The League of Extraordinary Humans’ is just the first step in bringing our message of diversity to the gaming community, and we hope that it will help all gamers recognize their role in making the world a more accepting place.”
Created by Artifact Technologies, the geo-location game will challenge users to rethink bias as they collect digital cards featuring “everyday” heroes. Players will download the game from the Apple and Android app stores and will receive messages that will lead them to six different partner booths throughout the Washington State Convention Center, including Twitch, Rooster Teeth, Square Enix, Ubisoft®, Capcom, and Xbox, where they will complete two challenges that will deepen their understanding of implicit bias. After completing each challenge, they will unlock a digital trading card featuring the likeness and story of an ‘everyday’ superhero who is fighting implicit bias. Upon completing the game, select players will win an exclusive Love Has No Labels official Pinny Arcade Pin.
“When the Ad Council approached us about working with them at PAX we jumped at the opportunity,” explained Brent Friedman, Co-Founder and Chief Creative Officer at Artifact Technologies. “Our challenge was to create a geo-gaming experience that would not only do justice to the Love Has No Labels campaign, but also to properly showcase the extraordinary group of real-life heroes we have transformed into collectible superhero cards. The end result feels like the perfect convergence of medium and message.”
The “everyday” heroes featured in “The League of Extraordinary Humans” are a diverse group of individuals working to further inclusion of people regardless of race, religion, gender, sexuality, ability and age in their communities and around the world. The heroes are:
- Jazz Jennings, an influential transgender teen and star of the hit TLC show “I Am Jazz;”
- Mike Begum, aka ‘BrolyLegs,’ a competitive gamer with a bone-muscle deficiency;
- Diana Nyad, a swimmer who completed a 110-mile swim from Cuba to Florida at age 64;
- Grace Dolan-Sandrino, a transgender advocate;
- Anne Munition, a vocal LGBTQ gaming influencer;
- Benjamin Williams, co-founder of the PAX Diversity Lounge;
- Hana Mangat, a teenager who started a Sikh club at her school;
- August De Los Reyes, an advocate for inclusive design for people with disabilities;
- Marley Diaz, the 12-year-old founder of #1000BlackGirlBooks;
- Giana Glantz, the creator of the app “Gender Avengers;”
- Matt and Jack, two brothers who co-founded an inclusive production company to spread information about Special Olympics Kansas;
- Isabella Catarina, a fashion designer who created specialized clothing to help aging Americans dress themselves.
The cards are illustrated by comic book artists from diverse backgrounds including Dave Dorman, Emily Warren Rice, Al Davison, Chris Visions, Ashley Woods and Garrie Gastonny in addition to colorist Dominic Regan. Dave Elliott, a veteran of the comic book industry with over 25 years of experience as a writer, artist, editor and publisher oversaw the art development for the cards.
In addition to being a part of “The League of Extraordinary Humans” game, BrolyLegs will be attending the conference in person thanks to the generous support of Game for Good partner Ayzenberg Group and Capcom. BrolyLegs is a competitive gamer who plays Ultimate Streetfighter, which is developed by Capcom.
“When I was first contacted about this game, I was thrilled about sharing my story and being involved with so many extraordinary people,” said BrolyLegs. “I’m so excited to be a part of this panel in person at Pax and want to show everyone that love has no labels!”
To further engage PAX attendees, Love Has No Labels will be hosting two panels to feature the discussion of diversity and inclusion in gaming. Jenny Cornish of Artifact Technologies will be discussing the development of “The League of Extraordinary Humans” and the importance of bringing diversity to gaming with gamers and featured heroes Brolylegs, AnneMunition and Ben Williams. Community managers Amanda Drake from The Sims/Maxis, Dan Amrich from Rocksmith/Ubisoft and Eric So from Square Enix will discuss the importance of creating safe spaces for players to come together without fear of discrimination on a panel moderated by Twitch’s Erin Wayne aka ‘Aureylian’. Additionally, the campaign will have a presence in the PAX Diversity Lounge, which will include a branded GIF booth, swag giveaways, and more.
