Electronic Arts: Need for speed – own the streets

EA Games, a video game company, successfully launched its new product through an integrated campaign that heavily featured Brazilian culture both in the product and its launch campaign.

Campaign details

Advertiser: Electronic ArtsBrand: Electronic ArtsAgency: S2Publicom, Weber Shandwick

Project Overview

With the goal of re-establishing one of its most successful and famous franchises, EA wanted to reach new (and old) audiences that would relate to the feeling and culture of the new Need for Speed. The new version of the game brought back the underground world of street-racing. Everybody was invited to come experience the vibe.

Knowing the audience is all about games, music and videos, the agency decided to not only create original content that could be entertaining, but also add some...

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