The Sims
Crafting a memorable welcome experience with a fresh take on Y2K nostalgia
Launching the first-ever Sims Creator Community
Industry
Gaming
Services
Campaign Strategy, Campaign Creative, Experiential Activations, Product & Apparel Design, Celebrity & Influencer Partnerships
Launched
2024
Challenge
As part of a major milestone for The Sims’ upcoming 25th birthday, we helped Electronic Arts launch the first-ever Sims Creator Community. Made up of the game’s most engaged players, The Sims needed to welcome their newly minted members in a way that felt memorable, and true to the game’s creativity and chaos. Complete with custom content, experiential activations and celebrity partnerships with known Sims superfans, we worked with The Sims to build and execute a cohesive welcome experience that felt one-of-a-kind and iconically Sims.
Insight
When The Sims first launched, the world was a place full of low rise jeans and bedazzled trucker hats. Inspired by this early-aughts aesthetic, we mixed 2000s nostalgia with 25 years of Sims lore to create an unforgettable welcome experience. For celebrity VIPs, we designed custom velour sweatsuits and made Sims that looked just like each celeb to be printed on some iconic Y2K baby tees. For the broader Sims Creator Community, we drew on deep-cut details to create a suite of unique collectibles. From the milk carton featuring a famously missing character, to the oven-shaped candle nodding to Sims’ propensity for kitchen fires, everything was custom, Y2K-inspired, and deeply referential.
Results
In the end, the rollout was a huge success. Hundreds of newly minted Sims Creator Community members went wild for the welcome box’s creativity and attention to detail, as evidenced by their high engagement and all-around positive response. From celebrity VIPs, to popular streamers with huge followings, everyone embraced the Y2K celebration, coming together from all over the world to celebrate 25 years of The Sims.
