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                                      🎉 2022 Shortlist

                                      EA SPORTS & Sheffield F.C. - The F.O.A.T.

                                      Entrant: Jung von Matt SPORTS

                                      NOMINEE 4x ✨
                                      • Best Use of Fan-Generated Content
                                      • Instagram
                                      • Best Social Media Campaign
                                      • Best Brand Sponsorship

                                      Instagram-The F.O.A.T.

                                      ABOUT THIS ENTRY

                                      Sheffield F.C. is the F.O.A.T. – the first of all times. The first football club and the creator of football rules. Sadly today, Sheffield F.C. plays in the 8th division, far from the spotlight the club deserves. So, we collaborated with FIFA 22 to put the club in the spotlight again.

                                      How does this represent “Excellence in Engagement”?

                                      The new generation of football fans didn’t only learn about Sheffield F.C. and its importance to the game but unlocked its kit and became part of a club of honorable players who play by the rules. This means they don’t rage-quit, waste time and participate in what gamers call “bad manner”. This case proves that even an 8th division club can get back to its glory days through a clever collaboration.

                                      Objective: Without Sheffield F.C., there'd be no football, no football rules, no Messi, no Ronaldo and no FIFA 22. It's the club that started it all but lost its relevance throughout the years. On the club's 164th birthday, our objective was to make the club and its legacy known to the new generation of football fans.

                                      Strategy & Execution: On the club’s 164th anniversary, the oldest club that lost its relevance collaborated with the newest and most famous football video game of all times - FIFA 22. We got Sheffield F.C.’s vintage kit into FIFA 22 and created the F.O.A.T. Code - a rule book for gamers. Who else rather than the creator of the rules to make FIFA 22 unwritten rules official? But that’s not all! We also created branded content on social media which made it clear - if you wear Sheffield F.C.’s kit you play by code - the F.O.A.T. Code.

                                      Results: Our campaign was celebrated by FIFA players and news media outlets everywhere. The kit has been redeemed by 57k players and worn in 3,7m matches putting Sheffield F.C. in the top 15% of favorite kits in the game. Everyone reported about the F.O.A.T. and its new Code, which earned us 180m media contacts in over 20 countries worldwide and over 4m organic reach on social media.

                                      Production

                                      EA SPORTS
                                      Sheffield F.C.
                                      Jung von Matt SPORTS 


                                      Credits

                                      Katja Kraus
                                      Managing Director
                                      Jung von Matt SPORTS

                                      Robert Zitzmann
                                      Managing Director
                                      Jung von Matt SPORTS 

                                      Alexander Michaelsen
                                      Executive Creative Director
                                      Jung von Matt SPORTS

                                      Ronnie Patt
                                      Executive Creative Director
                                      Jung von Matt SPORTS 

                                      Felix Umbach
                                      Creative Director
                                      Jung von Matt SPORTS 

                                      Jakob Rabold
                                      Creative Director
                                      Jung von Matt SPORTS 

                                      Hamza Ali
                                      Senior Copywriter
                                      Jung von Matt SPORTS 

                                      Irakli Asatiani
                                      Senior Copywriter
                                      Jung von Matt SPORTS 

                                      Mubarak Nojimudeen
                                      Art Director
                                      Jung von Matt SPORTS 

                                      Jan-Luca Lossau
                                      PR Consultant
                                      Jung von Matt SPORTS 

                                      Christopher Franz
                                      Account Director
                                      Jung von Matt SPORTS 

                                      Janik Lindenblatt
                                      Account Director
                                      Jung von Matt SPORTS 

                                      Charlie Weir
                                      FIFA Partnership Lead
                                      EA SPORTS

                                      Joe Fuller
                                      FIFA Marcom Activation Manager
                                      UK, EA SPORTS

                                      Richard Tims
                                      Chairman
                                      Sheffield F.C.

                                      Celebrate in Las Vegas

                                      Join us for the 4th Hashtag Sports Awards™ presented by Budweiser on the evening of July 12, 2022 at The Cosmopolitan of Las Vegas as we celebrate finalists and reveal the winners of this year's awards live during the show.

                                       

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