Every day, FIFA fans flood EA's social media with the same comment: Fix the game. They mean the servers. The bugs. The updates.
We had a different fix in mind.
Racism in football is rampant, on the pitch, in the stands, and behind screens. Players face abuse at every level while perpetrators walk away with minor fines or nothing at all. The real game was broken, and nobody was talking about it.
So we hijacked the most common complaint in FIFA's comment section and turned it into a rallying cry. #FixTheGame becomes a call not for better servers, but for a better sport. Encouraging fans to pledge against racism, make their mark, and take a stand where it counts.
Award:
Electronic Arts Live Client Brief Competition | 1st Place
Credits:
Creative Director : Andronicus Wu
Art Director: Camélia Pitsilis
Copywriter: Jean Richardson