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EA Sports ‘Can you FIFA 08?'

Games EA Sports (EA) has launched a fully integrated campaign through Wieden+Kennedy Amsterdam to mark FIFA 08

‘Can You FIFA 08?’ involves three TV executions, three digital executions and four print executions taking place across three countries: Czech Republic, UK and Brazil.

TV, print, OOH, banners and emails will drive gamers to the website a celebration of the most realistic incarnation of the FIFA gaming title yet.

The TV spots show the everyday lives of Ronaldinho, Rooney and Klose being interrupted by kids laying down a challenge to the pros, to match the skill they’ve shown in playing FIFA 08.

The audience is then directed to the FIFA 08 website, to check out how the stars manage to react to that challenge.

Weiden + Kennedy Amsterdam, Creative Director Eric Quennoy, said, “A lot of sporting titles leverage the fact that famous athletes inform the creation of their game.

“The breakthrough for us was when we decided to flip that on its head. Instead, we wanted the game to inform how the athletes play.”

Gamers are seen to invade the private lives of the players with nothing more than a monitor, a console, and a healthy dose of confidence.

Wayne Rooney is hitting golf balls on the driving range with Sergio Ramos; Ronaldinho is approached at a birthday party in a samba hall while he is barbecuing, Franck Ribery and Miroslav Klose are getting suits fitted at a high-end tailor.

Interactive Creative Director, Joakim Borgström, said, “We decided to house a longer version of the TV spots on the website.

“The intention was to broadcast the front end of the challenge on TV and give the audience a feel for the concept.  When viewers to go to the website they can see whether the athletes could successfully replicate more of the goals simulated by their virtual counter-parts.”

He added, “Once on the site, we want the audience to get involved in a really immersive FIFA experience that featured behind-the-scenes footage of the athletes, interactive games and FIFA08 tutorials.”

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