EA Sports
FIFA TOTY21
For football fans, one simple question sparks huge debate - who makes your Team Of The Year?
Other football awards are judged by expert coaches, journalists and professionals – but Team Of The Year is different - it’s decided by the fans. Every vote counts to determine who makes the definitive XI of the world’s best players (which has ramifications in-game).
We created a VC and campaign - all shot and created remotely during yet another lockdown - that elevated fans alongside EA Sports
ambassadors and athletes to share their opinions and choices.
Why ______ ?
A second film featuring cover-star Kylian Mbappe dropped next, igniting conversation and the global community to share their XI choices. Clubs and leagues followed suit dropping their own ‘Why ______?’ videos supporting their own players.
The Debate
We kicked it all off across EA Sports social channels, showcasing the picks of fans alongside greats of the game such as Eric Cantona, David Beckham and Rio Ferdinand.
Chosen By ______
EA Ambassadors including Rio Ferdinand and Bastian Schweinsteiger kept the debate going by choosing their Team of the Year from our nominee list.
2021 // AKQA London
Concept & Creative Direction: Me & Barry Slater
Art Direction: Barry Slater
Design: Barry Slater, Rapolus Vilunas, Maggie Yu
Reveal
With voting closed we inverted the VC into opulent dark mode and revealed the final Team Of The Year, enlisting the voice of the game, commentator Derek Rae, to announce the team.