'BIRGFUT': Felix Features In EA Sports' 'Secret Lab'

Following the launch of FUT Birthday, EA Sports has revealed their 'secret' bureau that's behind the science of FUT Birthday. 

Check it out! 

What's the story?

In celebration of FIFA Ultimate Team's 14th Birthday, EA Sports launched its FUT Birthday promo and has now released a short video of the 'science' behind the popular promo. 

The mockumentary-style video goes behind the scenes to the 'science' that's done at the Bureau of Independent Revelry and Gatherings For Ultimate Team (BIRGFUT), the foundation for 14 years of FUT's Birthday celebrations. 

Read: Leakers Reveal FUT Birthday Icons & MORE!

Let's take a closer look at this quirky marketing for FUT Birthday... 

BIRGFUT

EA Sports is going all out for their latest FIFA Ultimate Teams promo, FUT Birthday, which celebrates the anniversary of the ground-breaking FIFA game mode.

In a dry-humoured, absurd intersection of sport, gaming, and comedy, EA Sports partner with creative production companies, KODE and 20something -  to create a fictional confidential and 'secretive' department of EA, titled BIRGFUT where chaotic but dedicated scientists engineer the perfect birthday party for FIFA Ultimate Team.

Chelsea and Portugal's Joao Felix is in the forefront of the marketing of FUT Birthday, and makes a cameo in the video as a "specimen" that has his DNA tested by the scientist, who use their sample to upgrade Joao Felix's FUT Birthday card. 

Without abandoning references that the FIFA community will understand and recognise, this BIRGFUT video unlocks the secrets behind preparation for FUT Birthday.

Read: Young Goliath Gamers Outdo Opponents At SAFA eCup

This tongue-in-cheek marketing campaign for FUT Birthday shows just how much effort EA Sports puts in to celebrate on of it's best FIFA products and arguably the most anticipated FUT promos. 

Watch the 'secret science' behind BIRGFUT: 

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