This category will honor those efforts that successfully communicate to teens or young adults.
Madden NFL is one of the most iconic sports franchises in video game history. But after 26 years, it had lost cultural relevance. To get back into the conversation we embraced Internet culture, creating an over-the-top celebration of the intense, and often crazy, behaviors unique to Madden rivalries. This included a music video, social influencer content, and a real-time animated GIF engine powered by trash talk & Madden game footage. In the end, Madden broke sales records, and initiated a new generation of gamers into the Madden Madness.
Brand: EA Madden NFL 15
Client: EA Sports