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The TV ad campaign from Channel 4’s £1m Diversity in Advertising Award winner, EA SPORTS launched last week during Gogglebox. The leading games publisher’s new campaign for FIFA 21 … read moreexplores the Midnight Ramadan League; a grassroots football team set-up to help those who struggle to play during their Ramadan fast, with matches kicking-off after Iftar and before Suhoor. Directed by Bassam Tariq and produced by Pulse Films, the advert tells the story of Qaiser, a British Asian teenager and role model to his younger sister, Aaminah. After breaking his fast, we follow Qaiser as he leaves the family home late at night before arriving at the Midnight Ramadan League pitch. Following a robust tackle that knocks Qaiser to the floor, we see Leicester City midfielder and his role model, Hamza Choudhury, lift him up off the pitch before taking the ball and scoring a goal. The advert concludes with Qaiser arriving back home, exhilarated by the game and explaining the night to his excited younger sister. The campaign will run across 4Sales’ entire portfolio of channels as well as All 4, utilising the competition’s grand prize of £1m of commercial airtime funding. It taps into research that shows role models are a powerful force for driving positive change in the game by inspiring the next generation, encouraging parental support as well as tackling misconceptions and prejudice. In 2020, a survey conducted by the Football Supporters’ Association and Beyond Entertainment found that 86% of football fans felt that more role models would increase the numbers of British Asian footballers.
read less...Agency
Planner/s: David Mortimer, Martin Beverley
Joint CEO: Mat Goff
Account Director/s: George Fox, Jake Gidley
Account Manager/s:
Media agency: m/SIX Global
Production
Managing Director: James Sorton
Production Manager: Kishan Patel, Ria Hanish Oakes
Location Manager: Alistair Vlok
Production Designer: Drogo Michie
Costume Designer: Selina Wong
Edit
Editing Company: Trim
Editor: Fouad Gaber
Post Production
Post Production: Time Based Arts
Post Producers: Chris Aliano
VFX Supervisor: Matt Jackson,
VFX Artists: Ollie Ramsey, Will Robinson
Colourist: Simone Grattarola
Audio Post Production
Audio Post Production: Factory
Audio Engineer: Jack Hallett
Audio Producer: Lucy Spong
Music
Music Company: Curation - @curation.music
Music Supervisor: Sunny Kapoor @sunny.kpr
Artist: Ben Khan - @ben_khan
Song: “Madina”
Client: EA SPORTS
Brand: FIFA
Northern Europe Partnerships Associate, FIFA Brand: Sameena Ramsden
Associate Product Manager: Sola Kasali
Associate Creative Director: Alex Elms
Content Producer: Jack Wright
Senior Producer: Andy Gillooley
Senior Director, Creative: Paul Marr
Associate Manager, Media Activation: Daria Zlobina
Campaign Director, FIFA Brand: James Salmon
Northern Europe Senior Campaign Manager, FIFA Brand: James Taylor
EA SPORTS Athlete Relations Director: Alex Wilde
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