The Sims
The Sims turns 25 with a limited-edition throwback zine.
Y2K-inspired Simsider Zine
Industry
Gaming & Entertainment
Services
Campaign Strategy, Campaign Creative, Print Design, Production
Launched
2024
Challenge
As The Sims approached its 25th birthday, Electronic Arts came to us looking for unique ways to celebrate the milestone. Beloved for its expansive creativity, captivating chaos, and elaborate lore, The Sims is both nostalgic for millions of 2000s kids, and has completely captivated Gen Z. Alongside digital experiences, exclusive merch, and a newly launched creator community, The Sims challenged us to create a cornerstone collectible with appeal for fans of every era.
Insight
The Sims was born in the year 2000, when tabloids teemed with hot gossip, and teen magazines delivered romantic advice in the form of cutesy quizzes. With this early-aughts literature as our muse, we dreamt up a Simmified version of a 2000s teen magazine. It was the perfect format to lean into The Sims’ famously scandalous storylines, quirky characters, and offbeat humor. Loaded with IYKYK Sims lore, Y2K indie sleaze pop, and the flashy aesthetics that defined the era, Simsider Magazine fused the best of Sims with the best of the early 2000s.
Results
Distributed to 51 countries
The Sims social posts earned 47.5M total views
The Sims social accounts saw a +133% increase in conversation
