Monday, February 15, 2010

The Magic of Brilliant Copywriting...Again. Wieden+Kennedy for EA Sports FIFA2010

Soccer fans around the world rejoice because the EA Sports FIFA2010 allows fans to play, manage and enjoy soccer stars Wayne Rooney, Karim Benzema, Xavi, Theo Walcott, Tim Cahill and Bastian Schweinsteiger, it’s a commercial created to pump up anyone’s adrenaline—soccer fan or not.

Wieden + Kennedy Amsterdam created this spot that has been around "viral" block for a couple months now to kick off its latest integrated campaign for EA's blockbuster FIFA2010 game. This spot has become the "anthem" spot world wide. The ad debuted during the Manchester City vs Manchester United match in November.

The "How Big Can Football Get" campaign was inspired by the massive FIFA game play figures (EA claims that over two million FIFA games are played daily). The campaign includes web films, an online football community, a documentary and other elements. As the community rallies behind both the sport and the game, the force of comradery is more than apparent, currently the Facebook group for FIFA2010 has over 452,000 fans.

File under Brilliant.

Agency: Wieden + Kennedy, Amsterdam
Client: EA Sports
Year: 2009

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