The 2021 winner of Channel 4’s Diversity in Advertising Award is EA Sports’ campaign for Fifa 21, which highlights the lack of British Asian representation in professional football and celebrates the grassroots football team: the Midnight Ramadan League. The ad, which was created in partnership with Adam&EveDDB, features Premier League star and newly signed EA Sports Fifa Ambassador, Hamza Choudhury – who is championing the game-changing impact of role models on future generations following research which shows only 0.25% of the UK’s 4,000 professional footballers are British Asians.The spot explores the Midnight Ramadan League, a grassroots football team set up to help those who struggle to play during their Ramadan fast, with matches kicking off after Iftar and before Suhoor. Directed by Bassam Tariq and produced by Pulse Films, the advert tells the story of Qaiser, a British Asian teenager and role model to his younger sister, Aaminah. After breaking his fast, we follow Qaiser as he leaves the family home late at night before arriving at the Midnight Ramadan League pitch. Following a robust tackle that knocks Qaiser to the floor, we see Leicester City midfielder and his role model, Hamza Choudhury, lift him up off the pitch before taking the ball and scoring a goal. The advert concludes with Qaiser arriving back home, exhilarated by the game and explaining the night to his excited younger sister. The winning TV activity is part of the wider ‘Inspire The Next Generation’ EA Sports campaign, which aims to start fixing the cycle that has been holding back British Asian football talent for generations. CreditsProject/Campaign name: FIFA21 x C4 Diversity in AdvertisingFirst Air Date: 23.04.21: Sameena Ramsden – Northern Europe Partnerships Associate, FIFA BrandSola Kasali – Associate Product ManagerAlex Elms – Associate Creative DirectorJack Wright – Content ProducerAndy Gillooley – Senior ProducerPaul Marr – Senior Director, CreativeDaria Zlobina – Associate Manager, Media ActivationJames Salmon – Campaign Director, FIFA BrandJames Taylor – Northern Europe Senior Campaign Manager, FIFA BrandAlex Wilde – EA SPORTS Athlete Relations DirectorChief Creative Officer: Richard BrimExecutive Creative Director/s:Creative Director/s: Genevieve Gransden & Selma AhmedCopywriter: Selma AhmedArt director: Genevieve GransdenAgency producer/s: Hannah NeedhamPlanner/s: David Mortimer, Martin BeverleyJoint CEO: Mat GoffAccount Director/s: George Fox, Jake GidleyAccount Manager/s:Media agency: m/SIX GlobalProduction Company: Pulse FilmsManaging Director: James SortonExecutive Producer: Lucy KellyProducer: Neil AndrewsDirector: Bassam TariqDOP: Ben FordesmanProduction Manager: Kishan Patel, Ria Hanish OakesLocation Manager: Alistair VlokProduction Designer: Drogo MichieCostume Designer: Selina WongEditing Company: TrimEditor: Fouad GaberPost Production: Time Based ArtsPost Producers: Chris AlianoVFX Supervisor: Matt Jackson,VFX Artists: Ollie Ramsey, Will RobinsonColourist: Simone GrattarolaAudio Post Production: Factory Audio Engineer: Jack Hallett Audio Producer: Lucy SpongMusic Company - Curation - @curation.musicMusic Supervisor - Sunny Kapoor @sunny.kprArtist - Ben Khan - @ben_khanSong – “Madina”