Creativity

EA Sports Distills Lionel Messi's Tears Into Bittersweet Chocolate

W&K Amsterdam Created Installation with Real Chocolate to Imagine Process

Published on May 18, 2015

Editor's Pick

In this spot for EA Sports' FIFA 15 game, Lionel Messi's "tears" of joy and despair are distilled into dark and white chocolate in a candy-confecting process Willy Wonka would be proud of.

The ad kicks off with tears running down each of the soccer player's cheeks into separate vials -- one for the bitterness of defeat and the other the sweet taste of victory. Agency W&K Amsterdam worked with engineers and industrial designers to construct a moving, spinning, 10-meter long installation complete with conveyor belt and real chocolate to imagine the "process" by which Messi's tears are transformed into a chocolate bar representing the "bittersweet" taste of soccer. Mark Zibert at Imperial Woodpecker directed.

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About

Credits

Date
May 18, 2015
Agency:
Wieden + Kennedy Amsterdam
Client:
EA Sports FIFA 15
Group SVP, Global Marketing:
Todd Sitrin
VP, Global Marketing:
Jamie McKinlay
VP, Advertising & Design:
Dana Marineau
Director, Creative Strategy:
Dustin Shekell
Senior Manager, Creative Strategy:
Mark Evans
Creative Strategy Manager:
Anne Fournais
Campaign and Adaptation Manager:
Clement Berta
Senior Manager, Global Product Marketing:
Matt McKie
Executive Creative Director:
Mark Bernath
Executive Creative Director:
Eric Quennoy
Creative Director:
David Smith
Creative Director:
Alvaro Sotomayor
Head of Creative Innovation:
Edu Pou
Art Director:
Max Gebhardt
Copywriter:
Max Arlestig
Head of Broadcast Production:
Joe Togneri
Broadcast Producer:
Elissa Singstock
Associate Producer:
Beau Brouwer
Associate Producer:
Judd Carraway
Project Manager:
Janna Harrington
Business Affairs:
Justine Young
Business Affairs:
Melissa Kincaid
Business Affairs:
Kacey Kelley
Production Company:
Imperial Woodpecker
Director:
Mark Zibert
Director of Photography:
Greig Fraser
Producer:
Matt Wersinger
Executive Producer:
Doug Halbert
Editing Company:
Whitehouse Post
Editor:
Russell Icke
Assistant Editor:
Iain Whiteright
Audio Post:
Grand Central Recording Studios
Sound Designer/Mixer:
Raja Sehgal
Music:
Massive Music Amsterdam
Post Production:
MPC-LA
VFX Producer:
Amy Richardson
VFX Supervisor:
Iain Murray
3D Supervisor:
Michael Diprose
Colourist:
George K

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