EA SPORTS/FIFA 20 - GROUNDBREAKERS
CREATIVE DIRECTOR - CONCEPT DEVELOPMENT (POST PITCH) / PRODUCTION
Awards:
WINNER: The Drum Awards: Music and Entertainment 2020, WINNER: World Media Award Media and Entertainment 2020, SHORTLISTED: Campaign BIG Awards - integrated campaign for branded content
$4m global media campaign for FIFA 20 - Landing that seasons’s positioning by telling the stories of the people who played wrong to break new ground.
We unearthed 10 unique stories, adapted for multiple platforms and markets, engaging fans with great characters and great storytelling. From the insane showboating of Kasi Flava in Soweto, to a Premier League player revealing his mental health struggles, a Brazilian Twitch streamer who played FIFA with his feet, the Dutch street ballers who created a new football language, the boy from north London who gave up his passport to play in China, and the Copa Libertadores winner who’s penalty prowess was honed in late night backstreet tournaments where if you didn’t win… you didn’t eat.
The campaign showed the power of combining unique stories, arresting production and contextual media targeting.
kasi flava
Insane showboating in Soweto. Where football becomes expression and what the outside world thinks doesn’t come into it.
WISSAM BEN YEDDER
How a broken ankle and a futsal background made Wissam Ben Yedder one of the tekkiest players on the planet, and borderline unstoppable.
li ke
Would you give up your English passport to go pro in China and play for the national team of your mother’s heritage? Depends how much you want it. And how much you’re willing to play wrong.
virgil van dijk
How the world’s best defender figured it out… by playing striker.
MENTAL HEALTH AFFECTS EVERYONE
Including Premier League Footballers. It’s much more commonplace now, but Michael Keane opening up to us about his struggles with his mental health was almost unheard of at the time.
PLAYING FIFA… WITH YOUR FEET
Diogo Pé is a Gold Standard FIFA player - and he plays with his feet. EA invited him to London to watch a Chelsea game, see the sights, and play a game against Willian, Emerson and Jorginho.
FOOTBALL’S DNA
The legends of street football who re-wrote the future of football.
BACKSTREET PENALTY TOURNAMENTS TO WINNING THE LIBERTADORES
The remarkable story of Nestor Ortigoza and Latin America’s passion for the Copa Libertadores.