The concept for this campaign was to have the community create the ads for the game.  Since most Sims players use the game to make short intricate films with their characters, we recruited some of the best filmmakers from around the world and brought them to EA where we helped them craft a story and worked with them to write the script.

The response from the community was astounding. These films were passed among the millions of Sims players, earning our featured filmmakers a sort of celebrity status amongst their peers.  The Sims remains the top franchise in EA.