During the cluttered holiday period, EA Sports wanted to drive awareness of their FIFA 22 promotional holiday offer. To cut through the noise, we needed to stand out.

We wanted to connect the new digital generation of football and FIFA fans to the rich generations of yesteryear. So we tapped into the cultural truth of the iconic football sporting press newspapers. It’s how match day goers received the latest news around players and clubs. Knowing that these are collectors items that immortalise players and mark historic moments in time, we used this to showcase our 6 players from all over the world to celebrate them and educate FIFA fans new and old. Distributing the newspapers at the places football fans would expect, at newsstands which we custom designed at high foot traffic areas and on the route from public transport to match day games.