PSG star striker Kylian Mbappé narrates EA Sport’s ‘Win As One’ film for the release of the 2021 edition of its blockbuster FIFA game which follows football crews around the world as they get together to play and focuses on the spirit and power and unity of the team.
The campaign was conceived and created by agency adam&eveDDB and the hero spot was helmed by Terence Neale via of Park Pictures with VFX and design studio Black Kite.
The marketing team chose to move away from the competitive ‘winner takes all’ attitude of so many sports spots and instead tap into the collaborative spirit which the agency believes defines the new generation of creative football fans.
The TV and online spot showcases unique teams from all around the world – from street footballers who play to stand out, to teams united by fashion – and it aims to demonstrate that nothing beats the feeling of winning with your whole squad by your side.
The message is that whether you are a soccer superstar like Mbappé or a player in a local neighbourhood side, nothing beats the spirit and unity of the team.
The footage was shot under strict Covid conditions in London, Paris, Berlin, Los Angeles, New York, and South Korea by DOP Kaname Onoyama exclusively on iPhone while Terence Neale directed the action remotely.
“Football is fuelled by the families, crews, collectives, and small clubs around the world who come together to compete or collaborate,” said EA Sports Senior Director & Head of Marcom Creative Paul Marr at the launch event. “The crews like Nivelcrack in Seoul, Romance FC in London, FC Harlem in New York… we are celebrating these collectives in and out of the game in hopes of inspiring FIFA fans to Win as One. The game also reflects the social nature of the campaign as we add more ways to play against and with your friends in Volta and FIFA Ultimate Team.”
Mat Goff, Joint CEO at adam&eveDDB, added: “Teamwork makes the dream work, or so the old saying goes. In a world that often celebrates the star player as the be all and end all, it’s great to shine a light on the power and joy of teamwork for once. The world could sure use a lot more of that right now.”
Terence Neale, Park Pictures Director, said of the shoot: “Unique is a pretty overused word when it comes to shoots, but the experience of making this film is that. We shot in a new country almost every day with small dedicated teams, who pulled through in ways I could never imagine. I won’t say that remote shooting wasn’t a huge challenge at times, but when those moments of magic did happen – the payoff was unbeatable.”
The campaign was created for EA Sports VP Brand David Jackson, Head Of Marcom Creative Paul Marr, Associate Creative Director Alex Elms, Global Marketing Strategy Lead Ben Prout, Group Senior Producer Anthony Doyle and Producers Andrew Gillooley and Natasha Shepherd by Adam&EveDDB.
The agency team included Chief Creative Officer Richard Brim, Creative Directors Genevieve Gransden and Selma Ahmed, Copywriter Selma Ahmed, Art Director Genevieve Gransden, Head Of Film Ben Sharpe, Agency Producer Hannah Needham, Chief Strategy Officer Martin Beverley, Planner David Mortimer, Joint CEO Mat Goff, Account Director George Fox, Account Manager Jake Gidley and Designer/Typographer Alex Fairman.
The media agency was M/Six Global and the production company was Park Pictures with Executive Producers Stephen Brierley and Sophie Hubble, Producer Rozanne Rocha Grey, Director Terence Neale, Cinematographer Kaname Onoyama and Art Director Will Boyes.
Post production was handled by Trim and the soundtrack ‘She Di King’ By The N3W N3W, with audio post production by Factory.
Comment:
This campaign follows on from the 23 July EA Sports teaser spot trailing the October release of its flagship FIFA 21 football game which was fronted by former France and Manchester United forward Eric Cantona.
Timed to coincide with the climax of the main European league seasons, the online film mixes gameplay with footage of housebound players.
It was created in-house by EA Games with home-shot footage by the players themselves, the ad features Paris Saint-Germain attacker Kylian Mbappé, Borussia Dortmund striker Erling Haaland, Liverpool fullback Trent Alexander-Arnold and Atlético Madrid’s Joao Félix all discussing their childhood upbringing and passion for their clubs while playing the game itself.
Joining these current stars is iconic ex-footballer turned actor Eric Cantona who plays the game as a younger version of himself.
Links:
EA Sports FIFA 21
https://www.ea.com/games/fifa/fifa-21
https://www.youtube.com/c/easportsfifa
https://www.facebook.com/easportsfifa
https://www.instagram.com/easportsfifa/
https://twitter.com/EASPORTSFIFA
adam&eveDDB
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