Cannes Lions

FIFA 18 More than a Game

adam&eveDDB, London / EA GAMES / 2018

Awards:

2 Gold Cannes Lions
2 Silver Cannes Lions
3 Bronze Cannes Lions
1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

To help launch FIFA18, we worked with EA Sports to hide a new skill move called ‘El Tornado’ in the game. A film about real Ronaldo learning the virtual trick broke, kicking off a search for its secret combo. Once discovered, it exploded into football and culture. Our audience put their own spin on it, creating trick uploads and how-to videos, which led to real-life trick attempts, memes, and a smash single by Run the Jewels. When pro footballers began to demand their in-game player do the trick, we launched ‘El Tornado Certified’ – if players posted video evidence of their ability to do the move, we rewarded them with the skill in-game. All of this proved that the virtual game can influence the real world, breaking every franchise engagement record along the way.

Execution

The campaign was executed globally across multiple platforms in the week before the game launch, centering around the trick hidden in the console game itself. A TVC and online film full of influencers ranging from pro footballers, to Youtubers, skillers, digital artists and musicians, challenged our audience to find the hidden combo and experience the move for themselves. PUT YOUR SPIN ON IT led to over 50k+ trick uploads. After launch, hundreds of user-generated Youtube tutorials helped newcomers to pull it off, weekly El Tornado goal highlights videos celebrated those that pulled it off best. Real life attempts were showcased on Instagram. When Pro-Footballers, pressured by fans, demanded that EA allow their virtual-selves to do the move, we launched ‘El Tornado Certified’. Footballers who posted video evidence of their El Tornado ability to their social feeds, received FIFA18 footage confirming their upgraded in-game character.

Outcome

50K+ trick uploads

304M+ views of film

+244% earned media coverage

+250% launch conversation and social mentions

42M El Tornado GIFS posted

+20% new players recruited

Broke all FIFA franchise engagement records.

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