The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Brand Transformation
Annual ID
OS_CP18048M
About the Work
FIFA is famous for faithfully replicating trends and behaviours in football, but increasingly footballers, celebrities and influencers have been inspired by the virtual game, as much as the real thing. To expand FIFA's reach, we needed to attract casual gamers - those who only buy games their friends, family and idols talk about. To do this, we hid a skill move in FIFA 18, then challenged the world's best player to pull it off. 'El Tornado' took social media by storm, with in-game and real trick attempts flooding in. Athletes from other sports, musicians, and other brands got involved. To put further spin on it, we rewarded pro footballers, who proved they could do the move for real, with 'El Tornado' certification in game. Shares, engagement and sales broke franchise records, recruiting millions of new players, to prove that a virtual game can influence the real game and culture beyond.
2018 Awards
Total Points: 2
Merit
Credits
Agency
adam&eveDDB / London
Trim / London
Production Company
Factory / London
Smuggler / London
The Mill / London
Media Company
Starcom / London
Chief Creative Officer
Richard Brim
Creative Director
Paul Knott
Tim Vance
Agency Producer
Christopher Battye
Sian Parker
Creative Team
Jonas Roth
Rasmus Smith-Bech
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