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Long Live the Prince

Award: Yellow Pencil

Yellow Pencil / PR / Entertainment / 2022

Award: Yellow Pencil

Yellow Pencil / Gaming / Brand Integration

Award: Yellow Pencil

Yellow Pencil / Gaming / Brand Partnership

Award: Graphite Pencil

Graphite Pencil / PR / Integrated

Award: Shortlist

Shortlist / Integrated / Micro Enterprise

Award: Shortlist

Shortlist / Direct / Integrated

In 2006, Kiyan Prince, a footballer on Queens Park Rangers' youth team, was stabbed to death outside his school. If he were alive today, Kiyan would be 30 years old and living the dream as a professional footballer. What better way to show the impact of knife crime than to show the life that Kiyan would have had today? On the 15th anniversary of his passing, Kiyan became a character in FIFA21. His name was added to the QPR squad, he got his own Match Attax card and became the face of JD, the UK's biggest sports retailer. The publicity generated over three years' worth of donations for the charity that lives on in his name.

What did the judges have to say?

"A very powerful case. Through the medium of games, the genius boy Kiyan Prince has been brought back to people's attention. The persistence of Prince's father and the foundation is touching, and I admire the creative team for allowing his spirit to continue in the game."

Lava Li, General Manager, Tencent

"The perfect harmony of Idea, craft, passion, technology & collaboration. The kind of ideas we all hope to create and see in the future. This is the future of advertising."

Ramzi Moutran, Founder & Chief Creative Officer, Do Epic Sh*t