For Generation Z and Alpha, video games are no longer just an entertainment channel. Today, they represent safe environments where young people can express ideas, build community, and actively participate in public conversation, often away from the noise and pressure of traditional social media.

According to Newzoo, 74% of gamers connect to a game just to hang out with their friends, without even playing. This behavior reveals that video games have transformed into platforms of genuine interaction, similar to the early days of networks like MySpace or Facebook, where the focus was on human connection rather than content creation or external validation.

In this sense, new generations have begun to shape their own digital ecosystems. Gen Z dedicates 17% of their free time to gaming and Gen Alpha does so at 21%, making video games their main source of entertainment and a cultural driver. This makes them a generation that creates ecosystems around their favorite video games, whether as players, consuming related content, and creating online communities. The rise of platforms like Roblox demonstrates this. This tool not only allows playing but also creating personalized virtual worlds through accessible environments. According to Exclusible, Gen Z and Alpha users invest an average of 2.4 hours daily on this platform, building their own spaces that function as meeting rooms, gathering points, and stages for expression.

The metaverse has become a fundamental space for youth digital activism, allowing children and adolescents to express themselves without exposing themselves to physical risks or being discredited because of their age. Examples such as the Palestine protest in Roblox (with more than 275,000 visits, according to CNBC) or the commemorative map in Animal Crossing during the Black Lives Matter movement demonstrate the political power of these platforms, a phenomenon that has also gained strength in Latin America.

In Venezuela, following allegations of electoral fraud, young people protested in the game Brookhaven, also within Roblox. According to the user who led the movement, most participants were between 15 and 20 years old, highlighting the active role of adolescents in relevant social causes through digital media.

For brands, these environments represent much more than simple advertising channels: they are living communities with their own dynamics, where authenticity and relevance weigh more than advertising. According to Karla Robles, Planning Manager at Cheil México, "New generations seek brands that share their values, that demonstrate social and environmental responsibility, and that are not afraid to take positions on important issues. Transparency, even in mistakes, is more valued than perfection." Therefore, Gen Z and Alpha value brands that understand their language, participate organically, and contribute real value to their digital experiences.

Participating in environments related to activism and diversity not only strengthens the emotional connection with players but also positions the brand as a relevant actor in the conversations that matter to these generations, always closely aligned with each brand's mission, vision, and values.

Mexico City, May 7, 2025. – In collaboration with Penguin Random House, Cheil México presents "Born Rebel," a powerful creative campaign that celebrates the authenticity, strength, and voice of girls from their earliest years, and their connection with previous generations of women who break the mold.

Starting from the premise that rebellion is not acquired but innate, Cheil México developed an emotive narrative that connects grandmothers and mothers with a new generation of girls who question stereotypes and forge their own path. Through physical and digital actions, the campaign reaffirms that rebellion is a genuine expression of those who refuse to be spectators of history.

"At Cheil, we believe that great ideas are born from great human truths. This campaign allowed us to amplify a powerful truth: that female rebellion is not something that simply became trendy, but has been building for decades and today allows us to envision a more equal future," commented Hugo Cabrera, Executive Director of Cheil México.

With "Born Rebel," Cheil México reinforces its commitment to building campaigns that not only inspire but also generate conversation about the issues that move new generations. The agency's creativity focused on making visible the stories of women who have defied traditional roles and have found in other women the inspiration to achieve it. To this end, the campaign featured the participation of authors such as Vania Bachur and Dara Cabushtak, urban artists like Nia Fase and Naths Ice, and content creators like Valentina Luján and Ally Books, who helped build a message that could resonate with girls as well as parents, educators, and society in general.

The campaign is part of an editorial strategy by Penguin Random House to relaunch the book "Good Night Stories for Rebel Girls," which since 2016 has helped encourage girls' imagination, confidence, and participation through stories of women who transform the world. The book, which has been translated into more than 50 languages, tells the stories of 110 extraordinary women who have dared to challenge norms, and is illustrated by 60 female visual artists, a fact that inspired the urban art actions that are part of the campaign.

The collaboration between Cheil México and Penguin Random House reflects the power of ideas when editorial passion combines with strategic creativity. Both companies share the goal of building messages that not only inspire new generations but transform the way girls and young women see themselves in the world.

"Born Rebel" is an example of how creativity can become an engine to drive positive cultural change and generate authentic emotional connections.

Mexico City, July 22, 2025.– Cuadernos Estrella, one of the most beloved and iconic brands in the stationery world in Mexico, chose Cheil México as its new communications agency to lead the brand's creative and digital strategy.

With more than 75 years of history, Cuadernos Estrella has accompanied generations of students, creatives, and professionals in their ideas, learning, and goals. This new alliance represents the beginning of a key stage to strengthen its bond with new audiences through an authentic and contemporary narrative.

After a selection process focused on creativity, strategic vision, and ability to connect with consumers, Cuadernos Estrella found in Cheil México the ideal partner to consolidate its brand evolution.

"Today we begin to write a new story. And like every good story, we start it with a notebook, but not just any notebook—rather, a brand that is already part of the heart and memory of millions of Mexicans. It is an honor to add Cuadernos Estrella to our portfolio and accompany them in this new chapter full of purpose, emotion, and creativity." Ángel Carranza, Director of New Business at Cheil México.

"At Cuadernos Estrella, we believe in the power of ideas and in the allies that enhance them. We found in Cheil an agency that shares our values and vision for the future. This collaboration will mark a new stage in the way we connect with those who, day by day, make a notebook their own to dream, learn, and create." Mónica Camacho, Marketing Deputy Director at Bio Pappel.

This alliance strengthens Cheil México's position as a leading agency in creativity and strategy in the region and represents a unique opportunity to project Cuadernos Estrella toward new audiences, media, and formats.