Long Live The Prince.
While working at EA SPORTS FIFA, I had the wonderful opportunity to support this award-winning creative, purpose-driven campaign to stamp out knife crime. The story of Kiyan Prince is one of personal relevance to me, I grew up in the same area, and Kiyan was a good friend of my family members. We all remember when Kiyan sadly passed away, and things weren’t the same in the area after that.
So when this campaign was brought to my attention, I had to be involved with it. I delivered copy and strategic support across the idea, working on the brand side and in tandem with our agency partner, ENGINE.
Kiyan Prince was murdered in 2008, when he was only 15, ending a burgeoning football career that had started at Queens Park Rangers’ youth team. So, Engine commemorated the anniversary of his death in 2021 by creating a digital version of Prince, as he would have looked today, and adding him to FIFA as a QPR player. It was supported by a multimedia campaign, including press and social media, designed to raise money and awareness for the Kiyan Prince Foundation, set up by Prince’s father to support young people and raise awareness of knife crime.
The campaign delivered thousands of organic PR KPI’s, overindexing actually - within the first 24 hours of launching. We had editorial coverage from: The Guardian, Creative Review, WARC, Campaign Live, The One Club, BIMA and plenty more.
Results:
Over 3 years of donations generated in the campaigns first 24 hours of release.
1000+ pieces of global news coverage.
64% of young people knew his name, post-launch.
74% would recommend the charity to a person in need.
Used as OOH across Picadilly Circus, and retrofitted across JD Stores as a nationwide in-store campaign across packaging and POS.
It was also nominated for 6 pencils at 2022’s D&AD Awards.
And it won a Titanium Grand Prix at 2022’s Cannes Lions festival.
Working on this campaign is one of my proudest career moments to date.
Long Live The Prince.
