How big can football get? That’s the question asked in this advertising campaign from EA Sports for FIFA 10, presenting the new 2010 season of the FIFA Interactive World Cup. The game features a season-long tournament mirroring the real world of soccer in which competitors from all around the world participate. The advert, released in September 2009, starts pre-match with Wayne Rooney, Karim Benzema, Xavi, a host of other pro football players including Theo Walcott, Tim Cahill, Bastian Schweinsteiger, FIFA gamers, and football fans preparing to kick-off in locations all over the world. The intensity of their matches grows and the pace quickens, leading ultimately to huge celebrations, huge disappointments, and all of the emotions typical of Richter Scale-sized football matches. With gamers, pros, and fans all taking part, the campaign shows how FIFA 10 connects people throughout all levels of football and gaming culture.
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The FIFA 10 campaign was developed at Wieden+Kennedy, Amsterdam, by executive creative directors John Norman and Jeff Kling, creative director Edu Pou and Joakim Borgstrom, art director Barney Hobson, copywriter Rick Chant, producer Cat Reynolds, planner Jonas Vail, account team Jesse Long, Alex Bennet Grant, Patrick Garvey, Frederic Point, business affairs manager Barrie Williams.