Titel | Football decoded |
Agentur | McCann London |
Kampagne | Football decoded |
Werbende | Microsoft |
Marke | Xbox / Fifa 18 |
Posted | JunI 2018 |
Geschäftsbereich | Videospielekonsolen |
Story | 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. |
Medientyp | Case Study |
Länge | |
Produktionsfirma | Craft |
Produktionsfirma | Somesuch |
Produktionsfirma | Twentyfour Seven |
Media Owner | Carat |
President & Chief Creative Officer | Rob Doubal |
President & Chief Creative Officer | Laurence Thomson |
Creative Director | Sanjiv Mistry |
Creative Director | Jamie Mietz |
Art Director | Jacob Bjordal |
Art Director | Jim Nilsson |
Kundenbetreuer | Robert Stockton |
Etatdirektor | Francois D’Espagnac |
Etatdirektor | Matteo Della Venezia |
Etatdirektor | Tom Oliver |
Geschäftsführender Teilhaber | Sailesh Jani |
EVP | Rob Smith |
Senior Project Manager | Paul Gillespie |
Produzent | Claire Colohan |
Produzent | Rebecca Wilford |
Leitender Produktionsverantwortlicher | Sergio Lopez |
Planungsleiter | Karen Crum |
Senior Planner | Fanni David |
Planning Team | Jack Goss |
Regisseur | Omri Cohen |
Direktor Fotografie | Todd Martin |
Produzent | Louise Gagen |
Executive Producer | Seth Wilson |
Komponist | Reimer Eisig |
Komponist | Lennard van der Last |
Leitung Musik | Chris Graves |
Senior Sound Engineer | Adam Smyth |
Sound Engineer | Giselle Hall |
Cutter | Mariona Sauret |
Cutter | Adam Ryzman |
Cutter | Francis Harris |
Produktionsmanager | Miriam Sasiain |
Produktionkoordinator | Yasmina Ikimou |
1st AD | Lucas Cuevas |
2nd AD | Frodo Martinez |
Ext. Producer | Ivo Van Vollenhoven |
Produzent | Bea Cañete |
Artworker | Joe Richardson |
Print-Produzent | William White |
Studio-Manager | Ellis Faint |