Thrilled. Excited. Honored. Humbled. Happy.
All understated descriptors for how we feel winning Ad Age’s Integrated Campaign of the Year.
At Heat, we believe in the power of surprise, and know it can whip folks’ emotions into an unprecedented frenzy. So we went to work to bring surprise to football fans with the release of Madden NFL 25.
For the campaign, we rewrote history — declaring that the real reason well-known football rivalries existed was so that players could use their real-life physical process, athletic abilities and renowned footballs skills was to beat each other at Madden.
We took that rivalry one step further by convincing 49er’s Colin Kaepernick and Seattle Seahawks’ Russell Wilson to bet an eyebrow on the success of their upcoming game against each other. In doing so, we went beyond just showing off Madden’s new game features — we infiltrated football culture, and entrenched EA in the conversation around the biggest game of the season.
Check out what came to be known as the #EyebrowBowl here.
We do this for EA, and for other national brands that are Heat AORs – such as Teva and Kendall-Jackson. We’re always aiming to partner with brands to create content that is authentic, relevant and engaging to a target audience.
As we get ready to celebrate our 10-year anniversary at Heat, we’re proud of what we’ve accomplished, the direction in which we’re growing and the culture we’ve created.
PS. We’re hiring.