The Sims

Building a digital experience to celebrate The Sims 25th

Come take a dip in the meme jacuzzi... the gossip’s hot and the water’s fine.

Industry

Gaming

Services

Campaign Strategy, Campaign Creative, Digital Experiential Activation

Launched

2024-2025

Challenge

Electronic Arts came to us with larger-than-virtual-life ambitions. In honor of The Sims’ 25th birthday, they planned to relaunch the original version of their iconic flagship game. In the weeks leading up to re-release, they wanted to build a digital experience to pique fan’s curiosity and tease what’s to come. A celebration inspired by The Sims iconic history, but built to reflect and engage today’s online audiences, the work needed to resonate with fans from every era.

Approach

Inspired by the clunky charm of the early internet, we used design elements from the original Sims game to revive nostalgic fan favorites. We built a 2000s-inspired digital experience, complete with a Sims-themed soundboard, selfie generator, Sims 1 vintage gameplay, and for the cherry on top, a little something we like to call a meme jacuzzi (after all, Simmers love random chaos). Designed to inspire shareable UGC, The Sims community took off with it–posting photos, screenshots, and their own takes on our creation, in true Simmer form.

Results

The Y2K-style digital experience was a huge success, effectively engaging Simmers and kicking off celebrations for The Sims 25th in style. In addition to tons of positive comments, we were excited to see our impact reflected through numbers: