Rob Doubal
Co Presidents & Chief Creative Officers at McCann London
London, Großbritannien
TitelFootball decoded
Agentur
Kampagne Football decoded
Werbende Microsoft
Marke Xbox / Fifa 18
PostedJunI 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.
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Produktionsfirma Craft
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