A new campaign for mobile betting game Slotomania offers a different video for every single minute of the day you might be watching (that's 1,440, for all you non-math geeks).
Created via FCB, the campaign runs from a website--whyitsokaytoplay.com--a real-time video clock that explains why it's OK to play Slotomania at any given time. Whatever time you log on, it shows you the video for that particular minute. Each video has a script based on data found about that specific moment in the day--for example, for 2:40am, seen here, it's that Queen Elizabeth was born at that exact time.
The campaign was co-ordinated by FCB Happiness, Brussels, but used the skills of 73 FCB agencies all around the world, including London's FCB Inferno and FCB New Zealand. A total of 14 chief creative officers, 37 creative directors, 142 copywriters and 30 video editors at FCB's production company Fuel Content in Cape Town were involved. The entire production process was done in only eight weeks.
FCB Global Chief Creative Officer Susan Credle (who wrote five of the scripts herself) says in a statement: "Often we are asked, what's the benefit of a global network. Slotomania is an answer. It took 73 offices writing against an ambitious idea to pull this off. A clear strategy, a strong creative idea executed by the generosity of creative FCBers around the world."