The Milk Cup
The Milk Cup: A first-of-its-kind tournament designed to empower women.
THe Milk Cup
A first-of-its-kind tournament designed to empower women.
STORY
Women in esports are underserved, underrepresented, and grossly underpaid. Despite making up half of the gaming community, only 5% of pro esports athletes are women (and none of them rank amongst the sport’s top 500 earners). On top of that, they’re met with an unimaginable amount of toxicity.
The Milk Cup is a first-ever Fortnite tournament series made for women, co-created with an advisory board of women gamers and owned companies. The $300,000 prize pool is the largest for any women’s esports event in North American history, and it all culminated in the first-ever women’s Fortnite LAN Championship event, live from L.A. Comic Con.
The ongoing program, is a massive step toward closing the equity gap in professional gaming and creating more opportunities for women more consistently in the space.
Launched by bringing Fortnite into the real world, we made the Bus Stop synonymous with sign-ups.
🧠: Players jump out of the battle bus at the start of the game.
The Road to The Milk Cup Championship: 3 qualifying events
We challenged streamer @AussieAntics to crack the mystery of THE Championship location LIVE.
RESULTS
12% of finalists signed by pro esports organizations
45% of global Fortnite viewers watched the Championship live
285% growth of Milk’s Discord community
3% increase in teens drinking milk
1.13B+ earned media impressions
The series became one of the most-watched women’s esports tournaments ever
Agency: GALE
Role: CD /Art Director
CCO: Winston Binch, ECD: Geoff Edwards, GCD: Andre De Castro, CW: Michael Sojka, AD: Christian Jang, Partnerships: Max Bass, Producer: Max Gheysens, Producer: Natalia Ortiz
