2026

Entrant Company
Scopely
Category
Video / Cause / Awareness
Client's Name
Country / Region
United States
Experience Level
Other
About The Entry
Fayçal is a joyful and curious French boy living with a disability. While much of his life is spent in hospitals and therapy sessions, he radiates optimism and an infectious love for life. His days are full with physiotherapy, judo classes, and cheering on his sister at swim practice, but every spare moment leads back to one place: Stumble Guys.
Within the colorful world of Stumble Guys, Fayçal found freedom. The game became a space where he could compete, imagine, and express himself without limits.
So when Fayçal told his parents he wanted to visit Barcelona — not for the beach or football, but to meet the creators of his favorite game — they made it happen.
During his visit to the Scopely Barcelona Hub, Fayçal asked a simple yet powerful question:
“Why aren’t there any characters in wheelchairs like me?”
That moment became a turning point.
Inspired by Fayçal’s honesty and spirit, the Stumble Guys team immediately began designing a new playable character: Axel — a vibrant superhero inspired by the golden age of comics and the sleek dynamism of Paralympic racing chairs. Axel wasn’t designed as a symbol of limitation, but of power, speed, and heroism.
When Fayçal first saw Axel in the game, his reaction said everything.
“It’s me,” he said, smiling from ear to ear.
Axel’s introduction represented a commitment to inclusion within one of the world’s most joyful multiplayer arenas. By integrating authentic representation directly into gameplay, Stumble Guys demonstrated how live-service games can evolve alongside their communities — not just entertaining players, but reflecting them.
Entrant Company
Layer
Category
People & Team / Marketing Agencies
Country / Region
United States
Entrant Company
Individual
Category
Website / Branding
Country / Region
Japan
Entrant Company
Infinity Marketing Team
Category
Integrated Marketing / 360-Degree Marketing Integration
Country / Region
United States
Entrant Company
Critical Mass
Category
Website / Nonprofit
Country / Region
United States