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For 22 years, Electronic Arts’ The Sims video game series has used a diamond-like icon dubbed The Plumbob to allow players to see their active character’s mood. The new brand platform “Spark Something” uses that design element as a way to show how players find inspiration from the simulation game and spread it to others.
The campaign kicks off Nov. 15 with the release of a long-form “Pass the Spark” film on the game’s Instagram Story.
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