EA Sports - "Christmas"

Wieden + Kennedy Amsterdam

Wieden + Kennedy Amsterdam Amsterdam, Países Bajos

Premios

8567

Marca: EA Sports
País: Países Bajos

Anunciante: Electronic Arts Inc.

Título	Christmas
Agencia	Wieden + Kennedy Amsterdam
Campaña	Love Football, Play Football
Anunciante	Electronic Arts Inc.
Marca	EA Sports
Fecha de primera difusión/publicación	2011 / 8
Producto	FIFA 12
Sector Empresarial	Consolas de videojuegos
Lema	Love Football, Play Football
Sinopsis	SUMMARY: In a declining games market, EA Sports was looking to launch its FIFA 12 Football game with the aim of maintaining its record-breaking performances of 2010. To do this they had to attract football fans who do not typically purchase football video games, because the game’s specific appeal amongst football gamers had reached saturation. Continued success depended on tackling the wider games market and bringing new gamers to the football genre. The objectives were clear: sustain FIFA’s previous record-breaking performance of €394m in revenue and 9.2m units sold across Europe within one year and attract football fans who didn’t typically buy football games. The creative strategy for FIFA 12 was to take the brand from being the best replica of the real game to being part of it – to go from two worlds to one. The message was clear; if you love football, you should play FIFA 12. For new players it would serve as a call to action. For existing players it would be an affirmation. In 2011, FIFA 12 endured the most difficult year in the franchise’s history yet enjoyed its greatest success. In a steeply declining video games market, actual revenue for FIFA 12 hit a new EA Sports’ and franchise record of €489m – an over-delivery of 24%. Actual volume sales hit a new record of 10.3m units – an over-delivery of 12%. FIFA was successfully positioned as an essential part of a fan’s football life.
Medio	Televisión y Cine
Música / sonido	Grand Central Recording Studios
Football Player	Wayne Rooney
Director ejecutivo de creación	Mark Bernath
Director ejecutivo de creación	Eric Quennoy
Director creativo	Mike Farr
Director creativo	Pierre Janneau
Director artístico	Craig Williams
Responsable de conceptos / redactor	Zach Watkins
Broadcast Director	Erik Verheijen
Productor ejecutivo	Elissa Singstock
Planificador estratégico	Dan Hill
Planificador estratégico	Ben Armistead
Group Account Director	Jesse Long
Director de cuentas	Kirk Johnsen
Responsable de cuentas de agencia	Frederic Point
Productora	Smuggler
Assignment photography	Danny Cohen
Postproducción	The Mill LA
Agency	MediaCom