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Rob Doubal
Rob Doubal
Co Presidents & Chief Creative Officers at McCann London
London, Reino Unido
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TítuloFootball decoded
Agencia
Campaña Football decoded
Anunciante Microsoft
Marca Xbox / Fifa 18
PostedJunio 2018
Sector Empresarial Consolas de videojuegos
Sinopsis 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.
Medio Case Study
Duración
Productora Craft
Productora
Productora
Media Owner
President & Chief Creative Officer
President & Chief Creative Officer
Director creativo
Director creativo
Director artístico
Director artístico
Responsable de cuentas de agencia
Director de cuentas
Director de cuentas
Director de cuentas
Managing Partner
EVP
Senior Project Manager
Productor
Productor
Chief Production Officer
Head Of Planning
Senior Planner
Planning Team
Realizador
Director de fotografía
Productor
Productor ejecutivo
Compositor de música
Compositor de música
Music Supervision
Senior Sound Engineer
Sound Engineer
Montador
Montador
Montador
Director de producción
Production Coordinator
1st AD
2nd AD
Ext. Producer
Productor
Artworker
Print Producer
Studio Manager

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