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Laurence Thomson
Laurence Thomson
Co President & Chief Creative Officer at McCann London
London, United Kingdom
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BaşlıkFootball decoded
Haftanın
Kampanya Football decoded
Reklamcı Microsoft
Marka Xbox / Fifa 18
PostedTemmuz 2018
Sektör Video Games/Consoles
hikaye 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.
Medya Türü Case Study
Süre
Prodüksiyon Şirketi Craft
Prodüksiyon Şirketi
Prodüksiyon Şirketi
Media Owner
President & Chief Creative Officer
President & Chief Creative Officer
Yaratıcı Yönetmen
Yaratıcı Yönetmen
Sanat Yönetmeni
Sanat Yönetmeni
Müşteri Temsilcisi
Müşteri Direktörü
Müşteri Direktörü
Müşteri Direktörü
Managing Partner
EVP
Senior Project Manager
Prodüktör
Prodüktör
Chief Production Officer
Head Of Planning
Senior Planner
Planning Team
Yönetmen
Görüntü Yönetmeni
Prodüktör
Prodüksiyon Sorumlusu
Kompositör
Kompositör
Music Supervision
Senior Sound Engineer
Sound Engineer
Editör
Editör
Editör
Prodüksiyon Sorumlusu
Production Coordinator
1st AD
2nd AD
Ext. Producer
Prodüktör
Artworker
Print Producer
Studio Manager

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