AKFC - Integrated Campaign

AKFC is part of Alive + Kicking. A charity that uses football as a force for good. They make ethically produced footballs in Africa. Paying a fair wage to help communities and providing vital health education. We fell in love with their mission and wanted to share it with the world, driving subscriptions and donations in the process.

So we had an idea (and a world first). What if we created an incredibly desirable shirt - and launched it simultaneously in FIFA 21 and in real life?

Working with Hummel and shirt designer HeyBigMan, in our spare time we tinkered away for months - creating not just the physical shirt but also a competitive squad builder challenge for gamers to complete to unlock the digital version. Creating desirability and exclusivity - we wanted it to become a badge of honour.

When you build a team of all-African legends - you unlock the shirt, balls and TIFOs so you can rep us in game. And if you really want to join the team, you can become a regular donor and wear the shirt IRL.

We created a full-fledged influencer campaign with footballer Alex Iwobi, launched the shirt on Twitch and spread the news far and wide online.

Tens of thousands of gamers unlocked the shirt, and all shirts from the first batch are sold.