EA Sports Distills Lionel Messi's Tears Into Bittersweet Chocolate
W&K Amsterdam Created Installation with Real Chocolate to Imagine Process
May 18, 2015
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.