Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


Xbox: Football Decoded: How Xbox and Real Madrid Decoded Football for Gamers

McCann London broke down stats of real footy games into video game-style instructions to help Xbox gamers improve their perfomance

Xbox: Football Decoded: How Xbox and Real Madrid Decoded Football for Gamers

McCann London recently did a campaign for Xbox and has shared the details of how they put it together in their own words. Read below to discover more. 

FIFA 18, the latest in the football videogame series, was going to be crucial for Xbox. However, Xbox’s competitor had paid a fortune to buy all the marketing rights for the game. It meant that while they had total freedom to advertise the game any way they wanted, we at Xbox had the opposite – a 100% ban on marketing the game across all media.We couldn’t even show our own game packshot.

How could we market a game we were forbidden from marketing?

We leveraged something bigger than videogame football – real football. In partnership with top club Real Madrid and a top FIFA gamer, we translated every pass, every shot, every possible combination on the pitch into the corresponding Xbox controller buttons for FIFA 18, in real time. With live perimeter boards and commentary, as well as reactive social and post-match newspaper reports, the tactic linked FIFA with Xbox in the minds of football-loving gamers, without ever mentioning the game or contravening the marketing deal. Our content gave fans a new way to watch football, to not just passively experience it, but to actively learn from the best and become better at FIFA 18 on Xbox.    

They recieved over 100 million impressions. They reached 650 million spectators per match (x12 matches) and the FIFA unique player base grew by 10% year-on-year from launch through to Q3.
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Creative Agency

Creative Agency: McCann London

Chief Creative Officer: Rob Doubal and Laurence Thomson (Co-Presidents)

Engineer: Adam Smyth and Giselle Hall (Somesuch)

Chief Production Officer: Sergio Lopez (CRAFT)

Senior Project Manager: Paul Gillespie

EVP, Senior Director: Rob Smith

Artworker: Producer Producer 28 Joe Richardson Craft/McCann

Senior Creative Team: Jacob Björdal and Jim Nilsson

Studio Manager: Ellis Faint Craft/McCann

Head of Planning: Karen Crum

Senior Planner: Fanni David

Music Supervisor: Chris Graves (Somesuch)

Production Company

Production Company: CRAFT/Somesuch

Executive Producer: Seth Wilson (Somesuch)

Director: Omri Cohen (Somesuch)

DOP: Todd Martin (Somesuch)

Producer: Louise Gagen (Somesuch)/ Ivo Van Vollenhoven EXT Producer (247), Bea Cañete (247)

2nd AD: Frodo Martinez (247)

1st AD: Lucas Cuevas (257)


Edit Company: CRAFT

Editor: Mariona Sauret, Adam Ryzman and Francis Harris


Composer: Reimer Eisig and Lennard van der Last (Somesuch)


Production manager: Miriam Sasiain (247)

Production co-ordinator: Yasmina Ikimou (247)

Print / OOH

Print Producer: Liam White Craft/McCann