THE BRIEF

In November 2020, DSM Client Avery Dennison released a limited-edition football kit in collaboration with their partner Klabu named ‘Kalobeyei Spirit’ which featured in FIFA 21. Avery Dennison, who have been long term supplier of the names, numbers and crests for Klabu designed and produced a limited edition football shirt that helped to support the KLABU initiative of encouraging football in refugee camps. 

As a charity, Klabu (meaning ‘Club’ in Swahili) aims to build more sports clubs in refugee camps and provides sporting equipment for refugees worldwide.  

To launch the partnership with FIFA and EA sports, DSM were tasked by Avery Dennison to construct an Avery Dennison branded FIFA tournament where Esports talent including Klabu brand ambassador Fabrice Muamba, took part to raise money for the Klabu initiative. 

In the tournament, eight leading FIFA influencers and DSM talent went head to head across the day to raise money and awareness for Klabu. All influencers streamed the tournament on their own platforms and gave viewers a chance to win a copy of FIFA 21 everytime £1,000 was raised. 

DSM APPROACH

In the build-up to the FIFA tournament DSM collated numerous social posts and hype around the event, including arranging the Avery Dennsion x Klabu kit being featured in FIFA games across the world and influencers to follow and promote the partnership. Over 39 posts were made across Instagram, Facebook and Twitter. 

To raise as much money as possible for Klabu, DSM worked on getting several Esports influencers involved in the tournament, including Fabrice Muamba and Brandon Smith who broadcast the entire tournament on their own social platforms. 

Our Esports talent streamed the tournament across multiple platforms including Twitch and Facebook and gave viewers an opportunity to win a wide range of prizes including Limited Edition Avery Dennison football shirts and FIFA points.