“FIFA 18”是最新的大型足球游戲，對Xbox來說將是至關重要的。
然而，Xbox的競爭對手PlayStation花了一大筆錢購買了這款游戲的所有營銷權。
這就意味著，Xbox不能對這個游戲進行任何營銷，甚至不能展示自己的游戲。Xbox怎么才能解決這個問題呢？
于是麥肯為Xbox提供了一個解決方案：
《Football Decoded》
對于Xbox來說，禁止提及任何有關FIFA游戲就意味著必須從側面著手解決這個問題。
因此，Xbox利用了一個比電子游戲足球更大的平臺——真正的足球。
通過與皇馬俱樂部的合作，Xbox會在皇馬球員做出一套精彩動作之后，在場邊廣告牌上放出他剛才的那套動作在Xbox上時如何操作的，那么真正的球迷都會知道，這就是FIFA 18游戲。
搖桿上不同的鍵位對應著不同的操作：短傳、長傳、擺鐘過人、甚至是馬賽回旋。
這一有創意的項目在社交媒體上大量傳播，球迷們就都會知道Xbox推出了FIFA 18的游戲：
除此之外，皇馬的球星們還為這些Xbox上的操作拍了一支宣傳片：
莫德里奇、拉莫斯、伊斯科等球員展示了各種按鍵在真實情況下是什么動作：
有盤帶、晃人、倒掛金鉤等：
工作人員信息：
Chief Creative Officer：Laurence Thomson, Rob Doubal
Creative Director：Jamie Mietz, Sanjiv Mistry
Creative：Jim Nilsson, Jacob Bjordal
Production：Somesuch & Co
Director：Omri Cohen
項目信息
品牌/廣告主
Microsoft 微軟
營銷機構
Creative Agency 創意代理商
McCann 麥肯 倫敦
參與者
獎項榮譽
2019
Cannes Lions
Entertainment for Sport | Excellence in Brand Integration & Sponsorships
Silver
2019
Cannes Lions
Entertainment for Sport | Gaming
Bronze
2019
Cannes Lions
Design | Digital Installations & Events
Bronze
2019
D&AD Awards
Experiential | Community Experience
Graphite Pencil
2019
D&AD Awards
Media | Use of Integrated
Wood Pencil
2019
D&AD Awards
Press & Outdoor | Interactive Sites Poster Advertisng
Graphite Pencil
2019
D&AD Awards
Experiential | Branded Entertainment Experience
Graphite Pencil
2019
D&AD Awards
Integrated | Innovative Use of Media
Graphite Pencil
2019
NYF Advertising Awards
Branded Content/Entertainment | Cross-Platform
Second Prize
2019
NYF Advertising Awards
Direct & Collateral | Media/Entertainment/Events
Finalist Certificate
2019
NYF Advertising Awards
Outdoor | Digital Displays
Third Prize
2019
NYF Advertising Awards
Avant-Garde/Innovative | Audience Connection
Second Prize
2019
NYF Advertising Awards
Activation & Engagement | Cross-Platform
Third Prize
2019
NYF Advertising Awards
Sports: Best Use | Digital Displays
First Prize
2019
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Collaborations & Partnerships | Media/Entertainment/Events
Third Prize
2019
The One Show
Experiential & Immersive | Events & Competitions
Bronze Pencil
2019
The One Show
Creative Use Of Data | Creative Use of Data | Data Visualization
Silver Pencil
2019
The One Show
Direct Marketing | Experiential | Live Events
Bronze Pencil
2019
The One Show
Experiential & Immersive | Craft | Dynamic Data Visualization
Bronze Pencil
2019
ADC Awards
Advertising | Branded Content & Entertainment - TV / Film | Single
Bronze Cube
2018
Cannes Lions
Brand Experience & Activation | Media / Entertainment
Silver
2018
Cannes Lions
Social & Influencer | Sponsorship & Brand Partnership
Bronze
2018
Cannes Lions
Brand Experience & Activation | Sponsorship & Brand Partnership
Bronze
2018
CLIO Awards
Partnerships & Collaborations | Product/Service
Shortlist
2018
CLIO Awards
Branded Content | Other
Gold
2018
CLIO Awards
Direct | Out of Home
Gold
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