Campaign details

Brand: Electronic Arts
Agency: 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 the second time - to include a Brazilian song in the game and also engage with an audience of journalists and influencers.

To invite this audience, we created The Fattest Press Release in the World with the rap group. We could not do it in another way. It was not only the fattest release created but also the first time journalists and influencers would engage with such thing ever.

Planning