EA Sports launch new FIFA 20 campaign with adam&eveDDB
EA Sports has unveiled a new campaign to celebrate the launch of its FIFA 20 game.
The 'Break New Ground' campaign hinges on a 90-second film that celebrates footballers with unconventional or unexpected playing styles.
The clip explores players who have broken the 'rules' of football technique, and have pushed the form forward in the process.
It features prominent footballers including Raheem Sterling, Jadon Sancho, and Eden Hazard.
Former unified world heavyweight boxing champion Anthony Joshua also makes an appearance.
Commenting on the campaign, joint CEO of adam&eveDDB Mat Goff said: “There has always been a ‘right’ way to do things in football. But the global FIFA community are constantly making and breaking their own rules to show that wrong is the new right and changing the game for the better."
FIFA 20 reached the top of the UK boxed games chart following its first week on sale, although sales were down by 7 per cent year-on-year compared with FIFA 19.