Background - 

Electronic Arts, creator of the FIFA football video game, involved us in the launch of the new 2021 title. In addition to a strategy that would communicate the gameplay updates to the Gen Z public, the brief required a content strategy that focused on a key message for the brand: WIN AS ONE, no one wins alone but it is the team that guides you to success.

Implementation -

After an observation of the social habits of the public, we focused on telling 3 stories related to as many famous talent crews loved by the Gen Z audience. Each crew was chosen based on the interests of the public: football, pop music and street art . We created a content strategy for EA digital channels for a total of 3 months. Each crew told their own story, the fraternal relationship between the members and their collaborative spirit in creating each project and each new adventure together. 

Results-

The campaign helped EA achieve their goals and conveyed the "WIN AS ONE" message in a relatable and personably way to the Gen Z public.