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

What's Missing? See the Whole Picture... Axe Mobile App

I get asked frequently about how to "shake things up" and here is a great mobile application created by Lowe Gingko Uruguay for Axe Day & Axe Night products.

This is a pretty cool "shake up" way to use SMS & MMS to engage their target audience for the latest print ad for the new Axe Day & Axe Night products.

The print ad is censored, and follows the "Squares" campaign with perfect continuity using the campaign line “One is suitable for general audiences. The other one is not.”

Readers are invited to see the censored parts of the ad by texting a number after 9pm, when they will then receive an MMS to complete image that you overlay on the print ad.

Perfect for the male target audience giving them "social currency" and a valuable "coolness discovery" he can send to his friends.

To view the campaigns TV spot follow this link:

http://www.youtube.com/watch?v=6aJ4NnkNtww

Droga5 Hits a Home Rum with Puma Index

Droga5 New York last week hosted 20 of my best and brigthest at their agency where they revealed a very unique new webstie and application for Germany based sportsbrand PUMA.

The PUMA Index that is a stock sticker with a twist. When I say twist... I mean a twist. Pretty simple, when the stock markets go down, the model’s clothes come off. That's right The Puma Index has models taking off and putting on clothes in response to the DOW, DAX and S&P/ASX 200 indexes. When the market goes down the male and female models’ clothes come off to reveal their Puma Bodywear underwear. When the market recovers, back go the Puma clothes.

The basic idea is that if you loose your shirt on the market, at least the models do too.

Droga5 also created an iPhone application to work along side the site. Once you’ve installed the free app you can choose between a male or female guide to your index of choice, by shaking the iPhone. The market numbers will be updated automatically (actually a 15 minute delay) throughout the day and when it gets good enough, or bad enough, the models will be called into action... of course when the markets are closed you can catch their sleeping habits.


The best part for the consumer is if you show your iPhone with the app installed to a PUMA sales rep, you even get a 20% discount on your next purchase.

It's a bit of fun, and little bit sexy, app in rough economic times. Everyone needs a bit of fun, don’t you think?

After just one week and very little support 170,000+ views on YouTube...watch the video here:

http://www.youtube.com/watch?v=KtNLpKPL6Eo