Four campaigns, led by McCann London's "Football Decoded" work for Xbox's FIFA 18, won a combined five Grand Clios in the Gaming category at the 2018 Clio Entertainment Awards on Thursday evening.
Grand Clio, Games: Events/Experiential
Grand Clio, Innovation
Microsoft Xbox/FIFA 18 | Football Decoded
Entrant: McCann London
McCann London's "Football Decoded" campaign looked outside the video game's world and into the real world. Partnering with Real Madrid and a top gamer, the campaign translated every pass, every shot, every possible combination on the soccer field into the corresponding Xbox controller buttons for FIFA 18.
The campaign centered around experiential executions at Real Madrid football matches, with audio commentary and fieldside perimeter boards creating a new experience for those in the stadium and those watching match broadcasts.
Grand Clio, Games: Integrated Campaign
Supercell Clash of Clans
Entrant: Barton F. Graf and Psyop
Supercell needed to renew interest around Clash of Clans for its 5th anniversary. So, Barton F. Graf created a campaign around the Builder—an underappreciated who suddenly seemed to leave the game, and show up in the real world.
The month-long story synchronized activities unfolding live in-game with interactive out-of-game content revolving around the Builder's adventure.
Grand Clio, Games: Social Good
Minecraft Coral Crafters
Entrant: 215 McCann
In 2018, Minecraft released an update that finally brought marine life to digital oceans inside the game. To announce the game update, Minecraft decided to update the real world with Coral Crafters, a movement to bring the same life back to our oceans—where 75 percent of coral reefs could disappear by 2020.
Coral Crafters used a combination of revolutionary underwater technology, middle-school genius, and the bottomless generosity of the Minecraft community to restore reefs in Mexico, the Bahamas, Dominican Republic, and U.S. Virgin Islands.
Grand Clio, Games: Packaging
Wolfenstein II: The New Colossus | Collector's Edition
The collector's edition packaging takes the real-world American action-figure packaging aesthetic but subverts it—creating a Nazi toy, "Terror Billy," out of the game's hero, BJ Blazkowicz.