Kiyan Prince Foundation:

The work

Schoolboy Kiyan Prince was tragically murdered while trying to protect people from a boy with a knife. His father Mark has since made it his mission to use Kiyan’s legacy to inspire young people and remind them of their worth to society through the charity he set up in his son’s name.

On the 15th anniversary of Kiyan’s death, we brought him back to life as the footballer he would have been aged 30.

We worked with EA to turn him into a FIFA 21 player, collaborating with family and teammates to recreate his playing style and age him.

We worked with Framestore to create a photo-real virtual Kiyan and secured a dream move to QPR, Kiyan’s childhood club, who signed him and gave him the number 30 shirt. Topps produced a Match Attax collectable and Adidas gave him an in-game boot deal.

To deliver out-of-home impact, we partnered with JD Sports, who put him on their billboards across London.

Our work with The Kiyan Prince Foundation was the most-awarded campaign of 2021-22 and winner of a Cannes Lions Titanium Award.

The impact

#longlivetheprince delivered massive media coverage and social engagement, driving a year of donations in a single day.

We secured 915 pieces of coverage, 44 pieces of broadcast coverage, including BBC Radio 5 Live, BBC News, ITV News, Sky News, Times Radio, TalkSport and 12 minutes on BBC Breakfast. The cumulative reach was 3bn OTS.

Research among our target demo (16-25years, 60/40 m/f) showed that:

heard Kiyan’s story
said it was relevant to their life
said they’d speak to the Foundation for help