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Erling Haaland & Vinicius Jr come to life in 3D ads heralding ‘EA Sports FC 24’ rebrand


By Audrey Kemp, LA Reporter

September 28, 2023 | 3 min read

Anamorphic outdoor displays ensure UK consumers get a taste of the excitement surrounding the rebrand of the the world’s most popular football video game.

EA SPORTS FC 24 campaign

3D ads for EA Sports FC 4 feature famous footballers / Credit: EA Sports

Beginning today, football enthusiasts and passersby in London’s West End may come across dynamic 3D ads featuring some of the biggest names in the sport: Erling Haaland and Vinicius Jr.

The full-motion work heralds the launch of the rebranded ‘EA Sports FC 24,’ which was previously known as the ’EA Fifa’ franchise. The rebrand follows reports of a disagreement between the game maker and football’s governing body over license costs to use the Fifa name.

The out-of-home campaign goes live today with a 3D anamorphic billboard in London’s famous Picadilly Lights, as well as two builds featuring colossal game cases at Westfield London and Manchester’s Trafford Centre.

Behind the creative is a collaboration between Kinetic and mSix&Partners. Liv Roberts, account director at Kinetic commented: “We are delighted to have collaborated on the EA Sports FC 24 launch campaign with EA Sports and mSix&Partners. This project exemplifies the incredible breadth [out-of-home] can achieve as a medium while keeping creativity at its core.”

The creative will run until October 9.

Phil Snelgrove, EMEA Client Lead at mSix&Partners added, “The Kinetic team have expertly combined mSix&Partners Global Strategy and EA’s creative vision to create an impactful and visually distinctive campaign in the UK. Working on a re-brand like this is a once in a career opportunity and the team have delivered some incredible work.”

Football gaming enthusiasts will not have to wait long to get their hands on the revamped EA Sports FC 24, as it is slated to go on sale on September 29, 2023.

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