The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Games / Gaming
Annual ID
OS22_BE005G
About the Work
In 2006, 15 year-old Kiyan Prince – a highly regarded youth-team soccer player for Queens Park Rangers (then of the Premier League) – was stabbed to death outside his school.
Were he alive today, Kiyan would be 30 and living the dream as a professional soccer player. What better example of the potential knife crime robs, we thought, than to show the life he would have had.
Working with VFX company Framestore and scientists from the University of Bradford we created a likeness of Kiyan as he would be today. And, in conjunction with his former team mates and coaches, we worked out what his footballing attributes would be.
Then, on May 18, the fifteenth anniversary of his passing, Kiyan became a playable character into FIFA21, the world’s biggest sports video-game, complete with an in-game boot deal from Adidas. In addition, his name was added to the first team squad of his former club, Queens Park Rangers, he got his own Match Attax card and became the face of JD, the UK’s biggest sports retailer.
Simultaneously, we released online educational content in conjunction with the F2 Freestylers, the world’s biggest football influencers.
The publicity generated raised over three years’ worth of donations for the Kiyan Prince Foundation in the first 24 hours alone. And in the days that followed, more people Googled Kiyan’s name than when he was killed, itself a major news story at the time.
We hope that the young people who see the campaign, are inspired by the story of who Kiyan was destined to become and realise, they too, can achieve their own version of greatness, if they stay clear of knives.
Were he alive today, Kiyan would be 30 and living the dream as a professional soccer player. What better example of the potential knife crime robs, we thought, than to show the life he would have had.
Working with VFX company Framestore and scientists from the University of Bradford we created a likeness of Kiyan as he would be today. And, in conjunction with his former team mates and coaches, we worked out what his footballing attributes would be.
Then, on May 18, the fifteenth anniversary of his passing, Kiyan became a playable character into FIFA21, the world’s biggest sports video-game, complete with an in-game boot deal from Adidas. In addition, his name was added to the first team squad of his former club, Queens Park Rangers, he got his own Match Attax card and became the face of JD, the UK’s biggest sports retailer.
Simultaneously, we released online educational content in conjunction with the F2 Freestylers, the world’s biggest football influencers.
The publicity generated raised over three years’ worth of donations for the Kiyan Prince Foundation in the first 24 hours alone. And in the days that followed, more people Googled Kiyan’s name than when he was killed, itself a major news story at the time.
We hope that the young people who see the campaign, are inspired by the story of who Kiyan was destined to become and realise, they too, can achieve their own version of greatness, if they stay clear of knives.
2022 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Engine / London
Client / Brand
EA / Guildford
Music / Sound Production Company
String and Tins / London
Post Production Company
Framestore / London
Art Director
David Dearlove
Copywriter
Richard Nott
Chief Creative Officer
Billy Faithful
Creative Director
David Dearlove
Orlando Warner
Richard Nott
Director
David Dearlove
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