For the launch of ‘PES 2013’ in Spain, Konami asked us to take on the challenge of turning their 9 million PES online players in the world, into ambassadors for the videogame.

We had to demonstrate the realism of this football simulator, so we turned the product itself into a medium by converting, for the first time in History, a videogame fan into the protagonist of their favourite game, becoming one of the virtual football stars in it.

As a result, more than 9 million users worldwide interact with our campaign everyday, playing with Edu, the winner, in their teams.