AKFC / FIFA21

AKFC is part of Alive + Kicking. A charity that uses football as a force for good. They make ethically produced footballs in Africa. Paying a fair wage to help communities. They also use football to spread education across Africa. We were creative directors on a little idea that we coaxed into something much, much bigger. The idea snowballed, so that Hummel wanted to get involved in creating a sick jersey with us in order to inspire people to sign up. We also managed to get the charity and jersey integrated into the biggest gaming community on the planet, Electronic Arts (EA) Sports’ FIFA21. Gamers could take part in a bespoke FUT Squad Builder challenge making the charity and its mission an actual part of the game. Plus, for the first time, you can buy a limited edition in-game shirt in real life too. The result was a whole lot of PR, more sign-ups and donations than they had ever got before - and a tonne of PR too.