Long Live the Prince
Kiyan Prince Foundation (with EA Sports and QPR)2021
Long Live the Prince is a 2021 in-game campaign for Kiyan Prince Foundation, created by Engine, London.
Why it works
On 18 May 2021, fifteen years after Kiyan Prince was stabbed at the gates of his north London school while trying to break up a fight, the former Queens Park Rangers academy prospect became a playable footballer in EA Sports' FIFA 21. His likeness was aged to 30, the age he would have reached; QPR gave him the squad number 30, and he gained a Match Attax trading card and became the face of the retailer JD. Made by Engine for the knife-crime charity his father runs, it is studied for borrowing the machinery of football fandom, from squad lists to collectables and kit deals, to reach young players who would ignore a conventional warning; rewards in the game's Ultimate Team mode linked through to the foundation's services. Its D&AD entry says the publicity brought in more than three years' worth of donations. In 2022 it won the Titanium Grand Prix at Cannes Lions.
Techniques
- Pathos Ageing a stabbed academy prospect to 30, the age he would have reached, lets fans feel the footballing life that knife crime cut short.
- Purpose and cause Made for a knife-crime charity, it uses squad lists, trading cards and in-game rewards to steer young players towards the foundation's services.
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