Free Fire x Anitta - Squad
Insight:
As the most downloaded mobile game in 2020 and 2021, Free Fire offers a unique platform to inspire change.
To open the inclusion and representation of female and LGBTQIAP+ players, Free Fire partnered with global chart-topping singer Anitta.
Idea
Anitta is the first female celebrity to turn into a playable Free Fire character, using the nickname her fans call her, The Boss. Along with the character, several exclusive in-game items and skins are released.
Working with L.A. scene director Christian Breslauer, a new single, Squad, announces the partnership with a music video to portray the Boss' epic arrival in the game.
Featuring six of the greatest Free Fire streamers and pro players, the music video is full of easter eggs and hidden coupons giving out free in-game items.
Impact
With over 2.5M views in less than 24 hours, the video and partnership hit the headlines, exciting pop fans and gamers across Brazil.
Anitta’s dance moves in the video became TikTok trends, and the partnership inspired a tournament to promote new female Free Fire players. The Boss’ Cup is broadcast live nationwide on a free-to-air TV channel.
Most importantly, it shows that gaming is for everyone and Free Fire’s dedication to inclusivity.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.