EA Sports Distills Lionel Messi's Tears Into Bittersweet Chocolate
W&K Amsterdam Created Installation with Real Chocolate to Imagine Process
Editor's Pick
In this spot for EA Sports' FIFA 15 game, Lionel Messi's "tears" of joy and despair are distilled into dark and white chocolate in a candy-confecting process Willy Wonka would be proud of.
The ad kicks off with tears running down each of the soccer player's cheeks into separate vials -- one for the bitterness of defeat and the other the sweet taste of victory. Agency W&K Amsterdam worked with engineers and industrial designers to construct a moving, spinning, 10-meter long installation complete with conveyor belt and real chocolate to imagine the "process" by which Messi's tears are transformed into a chocolate bar representing the "bittersweet" taste of soccer. Mark Zibert at Imperial Woodpecker directed.
Credits
- Date
- May 18, 2015
- Brand:
- EA Sports FIFA 15
- Client:
- EA Sports FIFA 15
- Agency:
- Wieden & Kennedy-Amsterdam
- Group Senior Vice President, Global Marketing:
- Todd Sitrin
- Vice President, Global Marketing:
- Jamie McKinlay
- Vice President, Advertising and Design:
- Dana Marineau
- Director, Creative Strategy:
- Dustin Shekell
- Senior Manager of Creative Strategy:
- Mark Evans
- Creative Strategy Manager:
- Anne Fournais
- Campaign and Adaptation Manager:
- Clement Berta
- Senior Manager, Global Product Marketing:
- Matt McKie
- Executive Creative Director:
- Mark Bernath
- Executive Creative Director:
- Eric Quennoy
- Creative Director:
- David Smith
- Creative Director:
- Alvaro Sotomayor
- Art Director:
- Max Gebhardt
- Copywriter:
- Max Arlestig
- Head of Broadcast Production:
- Joe Togneri
- Broadcast Producer:
- Elissa Singstock
- Associate Producer:
- Beau Brouwer
- Associate Producer:
- Judd Carraway
- Project Manager:
- Janna Harrington
- Business Affairs:
- Justine Young
- Business Affairs:
- Melissa Kincaid
- Business Affairs:
- Kacey Kelley
- Production Company:
- Imperial Woodpecker
- Director:
- Mark Zibert
- Director, Photography:
- Greig Fraser
- Producer:
- Matt Wersinger
- Executive Producer:
- Doug Halbert
- Editing Company:
- Whitehouse Post
- Editor:
- Russell Icke
- Assistant Editor:
- Iain Whiteright
- Audio Post:
- Grand Central Recording Studios
- Sound Designer/Mixer:
- Raja Sehgal
- Music:
- Massive Music Amsterdam
- Post Production:
- MPC-LA
- Visual Effects Producer:
- Amy Richardson
- Visual Effects Supervisor:
- Iain Murray
- 3D Supervisor:
- Michael Diprose
- Colorist:
- George K
- Head of Creative Innovation:
- Edu Pou
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