FIFA ‘Midnight

'Ramadan League’

F I L M | S O C I A L | P R I N T

Midnight Ramadan League: Channel 4 Diversity In Advertising Award Winner

We pitched and won the Ch4 Diversity in Advertising Award with our campaign for EA SPORTS FIFA. A campaign to inspire the next generation of British Asian footballers, based off research that shows only 10 of the 4000 professional footballers in the UK (0.25%) come from British Asian backgrounds.⁣

The campaign kicked off with an epic ad showcasing a real team from Birmingham, The Midnight Ramadan League. Directed by Bassam Tariq and set to a bespoke banging track ‘Sweet Medina’ by Ben Khan – showcasing a real player, Qaiser and the real MRL team. 

 Heralded by Campaign as “A beacon of authentic storytelling” this ad was intentionally crafted with Muslims and South Asians both in-front and behind the lens. 

Our aim was to put this proudly Muslim team on a global stage and create a new set of role models.  So alongside the film which ran on CH4 primetime media –  we plastered the streets with OOH proudly showing off the team. 

We got exclusive Midnight Ramadan League kits designed and put in FIFA21 the game, so people could play as the team. Including MRL team branding, stadium dressings and flags – so the stadium crowds and fans could support the team ingame. 

FIFA21 also signed Hamza Chaudhary as their first ever British Asian ambassador.

And released a comic book of his personal journey to share in schools across the UK, commissioned in conjunction with the Premier League and the charity, Show Racism the Red Card. Written by Hamza and titled 'Hamza's Story’. Documenting his upbringing as a British South Asian and his journey to make it as a professional footballer, and distributed to Premier League and Show Racism the Red Card linked schools to help inspire the next generation to follow their dreams.