Electronic Arts: Fattest Release - Need for Speed

Electronic Arts (EA), an American video game company, promoted the new Need for Speed Payback game in Brazil by creating a song with a Brazilian rap group and launching an exclusive press release.

Campaign details

Brand: Electronic ArtsAgency: Weber Shandwick

Project Overview

To launch the fattest game in the world - Need for Speed Payback, we needed to come up with an idea that could follow its speed accordingly.

Once we understood our Brazilian audience, their strong relation with the game soundtrack and lifestyle, we realize our communication strategy might resonates in high speed, adrenaline and speak Portuguese out laud.

We team up with Haikaiss- a well-known rap group for their fast lyrics verses - to be bold to suggest - for...

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