Tom Oliver
Business Director at McCann London
London, United Kingdom
TitleFootball decoded
Agency
Campaign Football decoded
Advertiser Microsoft
Brand Xbox / Fifa 18
PostedJune 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
Production Company
Media Owner
President & Chief Creative Officer
President & Chief Creative Officer
Creative Director
Creative Director
Art Director
Art Director
Account Manager
Account Director
Account Director
Account Director
Managing Partner
EVP
Senior Project Manager
Producer
Producer
Chief Production Officer
Head Of Planning
Senior Planner
Planning Team
Director
Director of Photography (DOP)
Producer
Executive Producer
Music Composer
Music Composer
Music Supervision
Senior Sound Engineer
Sound Engineer
Editor
Editor
Editor
Production Manager
Production Coordinator
1st AD
2nd AD
Ext. Producer
Producer
Artworker
Print Producer
Studio Manager

Trending

Create a free Talent profile and become a member of AdForum

Get Started