Titulo | Football decoded |
Agência | McCann London |
Campanha | Football decoded |
Anunciante | Microsoft |
Marca | Xbox / Fifa 18 |
Posted | Junho 2018 |
Sector Empresarial | Consolas de videojogos |
História | FIFA 18 was going to be a crucial game for Xbox. But rival PlayStation had bought all the FIFA marketing rights. So how could Xbox promote a game it was forbidden from talking about? Solution: it leveraged real football. In partnership with Real Madrid and a top gamer, every pass, every shot, every possible combination was transformed into the corresponding Xbox controller buttons for FIFA 18. This new language spread across audio commentary, pitch-side perimeter boards and newspaper match reports. It linked FIFA with Xbox in the minds of gamers, without ever mentioning the game. |
Tipo de Mídia | Case Study |
Comprimento | |
Produtora | Craft |
Produtora | Somesuch |
Produtora | Twentyfour Seven |
Media Owner | Carat |
President & Chief Creative Officer | Rob Doubal |
President & Chief Creative Officer | Laurence Thomson |
Director criativo | Sanjiv Mistry |
Director criativo | Jamie Mietz |
Director de arte | Jacob Bjordal |
Director de arte | Jim Nilsson |
Account Manager | Robert Stockton |
Director de contas | Francois D’Espagnac |
Director de contas | Matteo Della Venezia |
Director de contas | Tom Oliver |
Managing Partner | Sailesh Jani |
EVP | Rob Smith |
Senior Project Manager | Paul Gillespie |
Produtor | Claire Colohan |
Produtor | Rebecca Wilford |
Chief Production Officer | Sergio Lopez |
Head Of Planning | Karen Crum |
Senior Planner | Fanni David |
Planning Team | Jack Goss |
Realizador | Omri Cohen |
Director de fotografia | Todd Martin |
Produtor | Louise Gagen |
Produtor executivo | Seth Wilson |
Compositor | Reimer Eisig |
Compositor | Lennard van der Last |
Music Supervision | Chris Graves |
Senior Sound Engineer | Adam Smyth |
Sound Engineer | Giselle Hall |
Editor | Mariona Sauret |
Editor | Adam Ryzman |
Editor | Francis Harris |
Production Manager | Miriam Sasiain |
Production Coordinator | Yasmina Ikimou |
1st AD | Lucas Cuevas |
2nd AD | Frodo Martinez |
Ext. Producer | Ivo Van Vollenhoven |
Produtor | Bea Cañete |
Artworker | Joe Richardson |
Print Producer | William White |
Studio Manager | Ellis Faint |