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...