EA SPORTS FIFA 21: Winners of the 2020 Diversity in Advertising Award

Client: EA SPORTS, m/SIX, adam&eveDDB

EA SPORTS, creative agency adam&eveDDB and media agency m/SIX won our 5th annual Diversity in Advertising Award, awarding them £1m to launch their incredibly authentic and impactful FIFA 21 campaign.

Their creative explored the Midnight Ramadan League; a grassroots football team set-up to help those who struggle to play during their Ramadan fast. EA wanted to provide an authentic representation and inspire the next generation of South Asian footballers in their advert - their ad tells the story of Qaiser, a British Asian teenager, who leaves the family home late at night before arriving to play football in his Ramadan league.