Always dreamed of working for the biggest game ever. Done.
Some Context:
Coca-Cola hired EA Sport's Alex Hunter to became the brand's first virtual athlete ever.
So during "The Journey" mode, gamers saw in real time how their character signs a contract, to then shoot a Coca-Cola commercial.
Thus, the EA Sports FIFA 2018 virtual athlete pays homage to the iconic 1978 commercial "Mean Joe Greene" (ref at the end) in which a football star received a bottle of Coca-Cola from a fan after a complicated game.
In the game, players only saw the backstage of the shooting before go on playing.
But here's the plot twist.
The world premiere of their TV spot was not inside the game, but in the most viewed screen in the world:
The Coca-Cola's Times Square screen.
That way, gamers could see that what they lived in the game, came to life the real world in the biggest way possible.
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More than 15 local and international awards (GPs, gold, silver, bronze) including:
Clio (Gold), El Ojo de Iberoamérica, FIAP, Wave, Círculo de Creativos Argentinos (gold), etc.
Here’s the actual Commercial we launched in Time Square
Here’s "Mean Joe Green" - Coca-Cola historical commercial, which we recreated with Alex Hunter.
And here’s the In-game experience.
This is the behind the scenes of the commercial, the users lived while playing.