Join the FIFA Clu13
W+K Amsterdam takes us to a place where virtual meets reality for the new edition of the legendary EA Sports game.
At about this time every year, teenage boys and grown men alike begin to get sweaty palms as they look forward to the release of their favourite football video game, EA’s FIFA. With endless banter and speculation about the teams and players who’ll feature, which new stadiums will be added and the new skills and tricks that are likely to be trending, it’s a glorious time for virtual football fans, and now Wieden + Kennedy Amsterdam has teamed up with AKQA and Park Pictures to enrich the experience even further with an immersive new interactive campaign for this year’s upcoming edition.
Led by a 90-second TV commercial, directed by Glue Society (Gary Freedman), featuring a cluster of the sport’s star players such as Joe Hart, Lionel Messi and Karim Benzema, the campaign also features fictional game players named Lewis and Sam & Pax (a duo), whose backstories will sound familiar with fans.
In the commercial, we are invited into the world of FIFA 13, “the world’s most exciting football club” and given a behind-the-scenes look deep inside the walls of the clubhouse.
Taking fans on a winding, multi-faceted journey through the world of the FIFA 13 club – an incredible place where the game and the real world blend together like never before, where average Joes mingle with the pros and all football and gaming fantasies come to life – there’s nothing fans won’t love about the campaign.
And an interactive version of the film lets viewers tap into the stars who feature by clicking and learning more about them.
The dynamic mix of media is designed to inject the social energy that makes FIFA 13 a must-have gaming experience for football enthusiasts and will span the weeks before the game is released at the end of September.
There’s a teaser film, the 90-second film with 30-second and 20-second cutdowns, pre-launch and launch print executions, as well as the interactive content that allows fans to discover additional material about the game and its features. There’s also social media buttons where the jibing can be extended further than just in the living room.
JOIN THE CLU13 now.
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- Agency AKQA Amsterdam, Wieden+Kennedy Amsterdam
- Production Park Pictures
- Post Production The Mill London
- Editing Company the Whitehouse
- Executive Creative Director Eric Quennoy, Mark Bernath
- Creative Director Pierre Janneau, Mike Farr
- Art Director Mike Bond
- Copywriter Bern Hunter
- Executive Producer Stephen Brierley
- Producer Tim Kerrison
- Director of Photography Glynn Speeckart
- Editor Russell Icke
- Executive Producer (W+K) Elissa Singstock
- Director The Glue Society (Gary Freedman)