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The Return of a Gaming Icon
challenge
EA Sports College Football games were the stuff of legend, a legend which in 2014 ceased as EA chose to discontinue the franchise.
100s of thousands of college football fans across the Americas lost a game which saw many of them through formative years, in dorm rooms with friends.
Understandably, this left a big gap in their lives and when EA announced that CFB would be returning after an 11 year hiatus in 2024, we were challenged to capture the feeling of the moment - to drive purchase intent with a key retail partner for both EA and Xbox.
To solve this we selected an anchor point for the creative approach based upon the feeling of:
’What would you drop for something you’ve waited a decade for”?
Through this insight we found a means to add humour and build a sense of FOMO in the return of this gaming great.
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Our challenge was to be able to capture a depth of storytelling, in a very short timeframe. To pull each fan in by channelling the feeling of FOMO along with celebrating the pageantry and unique traits of College Football.
Our approach was to wherever possible, be able to pause the content and take a snapshot of the content that tells the story. To be able to convey these feelings without requiring any speaking lines. To do this, we combined fast-cut capture through an intense and varied running sequence, showing our talent AJ quickly draping himself in pageantry as he made his way by any means to a Target store.
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Supported with paid digital spend across Facebook and Snapchat, along with running across TV screens in Target stores nationwide for the week of launch - the campaign connected the 're' launch of the game with the wave of gamers excited to Bring Glory Home again, after over a decade.
“Everytime we work with Boo, they're best in class.”
Mary Birkner | Xbox Americas Retail Lead
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