W+K Amsterdam and EA Sports Launch ‘FIFARO’, an Operatic Ode to the Beautiful Game
Leo Messi, Sergio Agüero, and Kobe Bryant Show Their Skills in the Latest Spot for the World’s Most Popular Sports Game
Amsterdam, Netherlands 16 September – Football is a quest for beauty. Whether it’s mastering a move, outsmarting an opponent or scoring a goal, everyone wants to Play Beautiful on route to victory. With EA SPORTS™ FIFA 16, a whole new range of football beauty is made possible at every moment of the game thanks to player’s freedom of expression and gameplay innovation across the pitch.
Launching today and marking the game’s release is ‘FIFARO’, a global campaign that celebrates the fun, competitive quest for beauty with an operatic ode to football. Created by Wieden+Kennedy Amsterdam, the campaign kicks off with a two-minute commercial. The spot dramatizes the one-upmanship nature of football that drives players to make the game ever more beautiful, and literally sings an ode to the sport in the accompanying soundtrack – a specially rewritten, football-focused version of the famous Aria from the ‘Barber of Seville’ opera.
From bone-crushing tackles to out-of-this world strikes, fascinating dribbling to awe-inspiring goals, the FIFARO spot celebrates all of football’s beauty and encourages players to: “Play Beautiful”.
Directed by Traktor, the film stars famous football stars – Lionel Messi, Sergio Agüero and Alex Morgan, along with special appearances by Kobe Bryant and the legendary Pele.
David Smith, Wieden+Kennedy Amsterdam Creative Director, says, “For a game that provides as much beauty as football it’s surprising more operas haven’t been written about it. So it seemed appropriate to add one to the world’s oeuvre.”
The campaign launches globally from today, with versions of the film running across TV and online channels, along with social activations. Football fans can view the film now on the EA SPORTS FIFA YouTube channel: YouTube.com/EASPORTSFIFA.
EA SPORTS FIFA 16 – FIFARO
Todd Sitrin SVP, Marketing
Jamie McKinlay VP, Marketing
Dana Marineau VP, Global Creative Team
Dustin Shekell Senior Director, Creative Strategy
Mark Evans Director, Creative Strategy
Anne Fournais Manager, Creative Strategy
Matt McKie Director, Global Product Marketing
Adam Morley International Marketing Director
Executive Creative Director Mark Bernath and Eric Quennoy
Creative Directors David Smith, Alvaro Sotomayor, Craig Williams
Art Director Vasco Vicente
Copywriters Evgeny Primachenko, Andrew Dobbie
Head of Broadcast Production Joe Togneri
Broadcast Producer Elissa Singstock
Associate Producer Stijn Wikkerink
Head of Planning Martin Weigel
Planner Michelle Arrazcaeta
Group Account Director Kirk Johnsen
Account Director Nick Campion, Amber Martin
Project Manager Loes Poot
Business Affairs Michael Graves
Interactive Producer Matthew Ravenhall
Studio Artist Noa Redero
PRODUCTION COMPANY TRAKTOR
Director of Photography Larry Fong, Bill Pope
Executive Producer TRAKTOR
EDITING COMPANY Final Cut London
Editor Edward Line
POST PRODUCTION MPC LONDON
Flame Alex Lovejoy
Telecine Jean Clement, Kai Van Beers
Producer Anandi Peiris
AUDIO POST GRAND CENTRAL RECORDING STUDIOS
Sound Designer/Mixer Raja Sehgal
Artist / Title FIFARO
Music Company MassiveMusic Amsterdam
About EA SPORTS™ FIFA 16
FIFA 16 will be available starting September 22 in North America on Origin™ on PC, Xbox One, the all-in-one games and entertainment system from Microsoft, Xbox 360® games and entertainment system from Microsoft, PlayStation®4 and PlayStation®3 computer entertainment systems.
For more information about EA SPORTS FIFA 16 visit www.easports.com/fifa or join the EA SPORTS community at www.facebook.com/easportsfifa. Follow us on Twitter @easportsfifa and use the hashtag #FIFA16. The game is rated E for Everyone by the ESRB, and PEGI 3.
Wieden+Kennedy is an independent, creatively led advertising agency that creates strong and provocative relationships between good companies and their customers. Founded in 1992, the Amsterdam office is a truly international agency purpose built to produce global and pan-European campaigns. Clients include Nike, Booking.com, Corona, Electronic Arts, Proctor & Gamble, Milka. www.wkams.com