All young Kiyan Prince wanted was to become a top footballer. His dream was shattered into pieces when a young person took his life with a knife in 2006, leaving unfulfilled ambitions and a family in grief. 15 years later, and thanks to the help of Engine and EA Sports, Kiyan Prince lives once again as a playable character in FIFA 2021, as part of a pro-bono campaign in collaboration with the Kiyan Prince Foundation.
Engine isn't new to pro-bono campaigns and it's always inspiring to see how far they are willing to go the extra mile for the right cause. This campaign in particular was conceived by creative directors David Dearlove and Richard Nott two years ago, after the duo came across 'The Prince of Peace' – a book written by Kiyan's father, Mark. The campaign aims to raise awareness of knife crime to help prevent similar cases, whilst enabling Kiyan to live on as a world-famous football player.
Today we are getting Behind the Idea following a much inspiring chat with David Dearlove and Richard Nott, creative directors at Engine.
What was the brief?
To raise money and awareness for the Kiyan Prince Foundation as well as finding a way to talk to young inner-city boys about the dangers of knife crime.
How did the initial pitch/brainstorming phase go?
We were already working with the Kiyan Prince Foundation, so pitching was focused on getting brands involved. We spoke to dozens, but most declined as they were worried about being part of a campaign that centred around the death of a child. Fortunately, FIFA, JD Sports, Adidas, QPR and Topps Cards all saw the power and positivity of the idea and got onboard.
Tell us more about the concept. How did it come to life, and why was it the right choice?
In 2006, Kiyan Prince was a promising youth team footballer for Queens Park Rangers (then a Premier League club) when he was stabbed to death breaking up a fight outside his school. We realised that were he alive today, he would have just turned 30 and be at the height of his powers as a professional footballer. What better example, we thought, of the potential that knife crime robs, than showing the life he could have had? We also realised that by putting him in FIFA, we would be able to deliver that message to young people far more powerfully than via conventional media.
What was the production process like? What was the biggest challenge?
As with any charity job, there was little to no money involved, so we were dependent on the goodwill and favours of everyone involved. From huge corporations like FIFA, right down to individual crew members on the shoot, who agreed to work for expenses only.
What is one funny or notable thing that happened during the production of the campaign?
Kiyan’s story touched so many people involved. The artist, Chris Scalf, who created Kiyan’s likeness as a 30 year-old, worked for free as he related to the pain felt by Kiyan’s father, having lost his own brother to violent crime.
What’s the main message of the campaign and why does it matter?
We want young people to realise that if they stay clear of knife crime and approach life with the same moral code and energy that Kiyan did, they too can achieve their own version of success.
What is one unique aspect of the campaign?
On a technical level, this is the first time FIFA have ever agreed to do anything like this. It also stands out as an anti-knife crime campaign as it approaches the subject from a positive angle, as opposed to focussing on the negative consequences of death and punishment.
How long did it take from inception to delivery?
Over two years. We knew getting Kiyan into FIFA was crucial and in the first year, it just wasn’t possible, so we kept talking to them and, come the second year, things changed for the better.
What do you hope it achieves for the brand?
That the Kiyan Prince Foundation and the great work it does, becomes more widely known amongst politicians and the public.
Credit list for the campaign?
AGENCY:
Chief Creative Director: Billy Faithful
Creative Director: David Dearlove, Richard Nott, Orlando Warner
Creatives: David Dearlove, Richard Nott
Art Director: David Dearlove
Copywriter: Richard Knott
Executive Producer: Katie Farmer
Agency Producer: Seb Roskell
Photographer: David Clerihew - Icon
Director: David Dearlove
Production company: Engine
Film Producer: Debbie Impett
Assistant Producer: Jakub Pieta
Editor: Engine film: Sam Hopkins
Account Manager: Leo Birch
Client managing director: Ed Norrington
Business Director: Matt Kiernan
Content Strategist: Leo Birch
POST PRODUCTION - FRAMESTORE
EP & Supervisor: Karl Woolley
Lead Creative Technologist: Johannes Saams
Lead Character Artist: Chris Scalf
CG Supervisor, Electric Lens Co: Matt Hermans
Lead Designer, Framestore Design: David Lochhead
POST PRODUCTION - NINETEENTWENTY
2D Lead: Robert Lilley
Senior Producer: Paul Branch
Producer: Claire Cullen
Asst Producer: Robyn Borrageiro
Grade: Nineteen Twenty – Kai Van Beers
Sound Design & Music: String and Tins: Joe Wilkinson & Jim Stewart
Audio Producer: Laura-Leigh Smith
DoP: Oliver Schofield / Steve Montgomery
Client: The Kiyan Prince Foundation
