EA SPORTS FIFA: Tackling the biggest anomaly in football

EA SPORTS FIFA, a computer game, partnered with footballer Hamza Choudhury to showcase new role models and inspire the next generation of British South Asian footballers, whilst capturing their love of the game that speaks to any fan.

Executive Summary

Going deeper on diversity to tackle the biggest anomaly in football.

The Midnight Ramadan League campaign for EA SPORTS FIFA looked, felt and sounded like nothing else. It tackled the biggest statistical anomaly in football, but it also changed how we approach diversity and inclusion as an agency.

By digging deeper into the representation of British South Asians, we challenged not just our own work and perceptions, but the techniques, language and data being used to improve diversity in marketing and sport.

We learnt the shortcomings of showcasing breadth of diversity through the 'montage effect', to instead prioritise...

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