After splitting from FIFA, writer EA Sports activities’ new soccer sport is right here.
EA Sports activities FC 24—the most recent online game within the sequence beforehand branded beneath soccer’s international governing physique—went on sale right now. Accompanying the launch is a excessive octane marketing campaign that brings the sport’s drama into the actual world.
Created by Wieden+Kennedy Portland, “Soccer Is Yours” showcases EA Sports activities’ new model id. Like that branding, the advert facilities on the triangle, a form that’s ubiquitous all through soccer.
The spot opens in a lounge the place two siblings are taking part in an FC 24 sport between UEFA Champions League contenders Manchester Metropolis and Actual Madrid. On their display screen, a online game model of Brazilian star Vinicius Junior controls the ball, then passes it to a real-world model of Actual Madrid participant Jude Bellingham.
From there, the motion spans metropolis streets, backyards and suburban corners, earlier than circling again to the unique lounge. Again within the sport, the ball lands on the toes of Manchester Metropolis’s Erling Haaland. (EA Sports activities notes that “no 8-year-old goalies have been harmed through the creation of this industrial.”)
Nick Ball directed the movie by means of manufacturing firm Twentyfour Seven. It can run globally on TV and social media, alongside out-of-home promoting.
A brand new chapter
For EA Sports activities, ending its three-decade licensing cope with FIFA final yr offered a major advertising problem.
Although EA has greater than 300 licensed companions, its title has been much less acquainted to soccer followers, whereas FIFA is synonymous with the game.
In April, EA unveiled its new model id and emblem, created by London-based company Unusual Inventive Studio. The branding revolves across the triangle, the commonest sample in soccer.
