| Titolo | Football decoded |
| Agenzia | McCann London |
| Campagna | Football decoded |
| Cliente | Microsoft |
| Marca | Xbox / Fifa 18 |
| Posted | Giugno 2018 |
| Settore | Consolles per Video Games |
| Trama | 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. |
| Tipo di Media | Case Study |
| Lunghezza | |
| Casa di Produzione | Craft |
| Casa di Produzione | Somesuch |
| Casa di Produzione | 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 |
| Direttore della fotografia | 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 |
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