FIFA23 - Welcome to BIRGFUT
How do you promote the anniversary of one of the deepest pockets of one of the world's most-played games? Our idea was to create a fictional, extremely secretive department of EA Sports. Enter: BIRGFUT. The Bureau of Independent Revelry and Gatherings for FIFA Ultimate Team. BIRGFUT scientists dedicate themselves to engineering the perfect birthday party for FIFA FUT. No one should know this special outpost exists. But there could be a leak or a freedom of information request? Never fear, the scientists at BIRGFUT have prepared this handy, awful infomercial.
The work was Campaign's 'Ad of the Day', and received 5-stars and 'Pick of the Day' from David Reviews.
ECD: Will Thacker
Creative Collaboration: Cathryn Carey
Design: Casey Highfield
Press coverage: The Drum, Little Black Book, Campaign, Shots, Ads of the World, Ads of Brands, Marketing Week, Marketing Beat, David Reviews, We Are Playstation
Social teaser:
FIFA21 - The Boot Room
Each year, EA sports launches FIFA via a ‘World Premiere’ - a mass, physical-attendance event. But 2020 was no ordinary year, FIFA21 called for no ordinary launch.
Inspired by live Twitch streams and records, we created 'The Boot Room'. This was a content series that featured players facing off against each other on the iconic game. Not to mention some familiar faces that joined to host each match.
The Boot Room has published seven episodes across multiple platforms. With over 5 million views and over 5000 comments, on Instagram alone, The Boot Room drives engagement of FIFA21 by using Social Media to give fans what they want most – players.
FIFA 21 sold 1.5 million digital copies worldwide in its first month, surpassing the sales of the previous year's edition
ECD: Will Thacker
Design: Samuel Guillotel, Rory Stiff, Casey Highfield
