Cannes Lions

MADDEN SEASON

HUNGRY MAN, New York / EA GAMES / 2015

Awards:

1 Silver Cannes Lions
Case Film
Film
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Overview

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Credits

Overview

Description

The current situation in the US restricts wide-spread Branded Content for alcoholic beverages, allowing only those audiences over 18 years to view such ads online and if airing other places, requires that at least 70% of the audience are old enough to drink. No restrictions are in place for non-violent video games.

Execution

Celebrity appearances were very prominent in this spot. To keep this kookie piece as delightful as possible for Madden fans, we needed to gem this spot with familiar faces in hilarious settings, as extremely likable Dave Franco and charmingly devious Kevin Hart go head to head. Footballers Colin Kaepernick, Richard Sherman, LeSean McCoy, Dez Bryant, Eddie Lacy, and Von Miller all make appearances to serve as Easter eggs to those in on the scene.

Outcome

This campaign was extremely successful. With over 15 Million views, and counting, tons of press from various outlets, and Madden continuing to be one of the best selling games ever, I think we can dub this one a success.

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