Title | Football decoded |
Agency | McCann London |
Campaign | Football decoded |
Advertiser | Microsoft |
Brand | Xbox / Fifa 18 |
Posted | June 2018 |
Business Sector | Video Games/Consoles |
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. |
Media Type | Case Study |
Length | |
Production Company | Craft |
Production Company | Somesuch |
Production Company | 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 |
Account Manager | Robert Stockton |
Account Director | Francois D’Espagnac |
Account Director | Matteo Della Venezia |
Account Director | Tom Oliver |
Managing Partner | Sailesh Jani |
EVP | Rob Smith |
Senior Project Manager | Paul Gillespie |
Producer | Claire Colohan |
Producer | Rebecca Wilford |
Chief Production Officer | Sergio Lopez |
Head Of Planning | Karen Crum |
Senior Planner | Fanni David |
Planning Team | Jack Goss |
Director | Omri Cohen |
Director of Photography (DOP) | Todd Martin |
Producer | Louise Gagen |
Executive Producer | Seth Wilson |
Music Composer | Reimer Eisig |
Music Composer | 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 |
Producer | Bea Cañete |
Artworker | Joe Richardson |
Print Producer | William White |
Studio Manager | Ellis Faint |