EA Sports Distills Lionel Messi's Tears Into Bittersweet Chocolate

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

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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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May 18, 2015
Wieden + Kennedy Amsterdam
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
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
Mark Zibert
Director of Photography:
Greig Fraser
Matt Wersinger
Executive Producer:
Doug Halbert
Editing Company:
Whitehouse Post
Russell Icke
Assistant Editor:
Iain Whiteright
Audio Post:
Grand Central Recording Studios
Sound Designer/Mixer:
Raja Sehgal
Massive Music Amsterdam
Post Production:
VFX Producer:
Amy Richardson
VFX Supervisor:
Iain Murray
3D Supervisor:
Michael Diprose
George K

See more credits

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