| 标题 | Football decoded |
| 广告公司 | McCann London |
| 广告战役 | Football decoded |
| 广告主 | Microsoft |
| 品牌 | Xbox / Fifa 18 |
| Posted | 6月 2018 |
| 行业领域 | 视频游戏/电玩控制器 |
| 剧情简介 | 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. |
| 媒体类别 | 案例研究 |
| 长度 | |
| 制作公司 | Craft |
| 制作公司 | Somesuch |
| 制作公司 | Twentyfour Seven |
| Media Owner | Carat |
| President & Chief Creative Officer | Rob Doubal |
| President & Chief Creative Officer | Laurence Thomson |
| 创意总监 | Sanjiv Mistry |
| 创意总监 | Jamie Mietz |
| 美术指导 | Jacob Bjordal |
| 美术指导 | Jim Nilsson |
| 客户经理 | Robert Stockton |
| 客户总监 | Francois D’Espagnac |
| 客户总监 | Matteo Della Venezia |
| 客户总监 | Tom Oliver |
| Managing Partner | Sailesh Jani |
| EVP | Rob Smith |
| Senior Project Manager | Paul Gillespie |
| 制片 | Claire Colohan |
| 制片 | Rebecca Wilford |
| Chief Production Officer | Sergio Lopez |
| Head Of Planning | Karen Crum |
| Senior Planner | Fanni David |
| Planning Team | Jack Goss |
| 导演 | Omri Cohen |
| 摄影指导 | Todd Martin |
| 制片 | Louise Gagen |
| 执行制片 | Seth Wilson |
| 音乐作曲家 | Reimer Eisig |
| 音乐作曲家 | Lennard van der Last |
| Music Supervision | Chris Graves |
| Senior Sound Engineer | Adam Smyth |
| Sound Engineer | Giselle Hall |
| 剪辑师 | Mariona Sauret |
| 剪辑师 | Adam Ryzman |
| 剪辑师 | Francis Harris |
| 制作经理 | Miriam Sasiain |
| Production Coordinator | Yasmina Ikimou |
| 1st AD | Lucas Cuevas |
| 2nd AD | Frodo Martinez |
| Ext. Producer | Ivo Van Vollenhoven |
| 制片 | Bea Cañete |
| Artworker | Joe Richardson |
| Print Producer | William White |
| Studio Manager | Ellis Faint |
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