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Posts Tagged ‘Pierre Janneau’

W+K Amsterdam’s ‘Messimorphosis’ for ‘FIFA 14′ is Kind of Creepy

Last Thursday saw soccer star Lionel Messi become the world’s “first life-size, living avatar” dubbed Lifesize Messi, to promote EA Sports’ FIFA 14 for PS4 and Xbox One. W+K Amsterdam have just rolled out the follow-up TV campaign, “Messimorphosis.”

W+K chose to show a gamer morphing into Lifesize Messi as a metaphor for “how the game now feels more alive” than ever. The execution comes across something like an Aphex Twin music video. In other words, quite unsettling.

The spot opens with our gamer sitting on his couch, loading up his Xbox One. As he presses a button, he looks at his hand to see it changing before his eyes. Soon, his entire body is morphing into the Messi avatar, and it’s pretty damned creepy. There’s a shot of the kid’s unnerving smile, and a really freaky one of his face melting into Messi’s. This is pretty strange stuff. The close-up of his feet turning into cleats is just plain gross. We don’t see any gameplay (which looks pretty good, but not mind-blowing) until the final few seconds of the spot, with most of the 58 second ad devoted to the Lionel Messi metamorphosis. Clearly, W+K is banking on Messi’s star power and the lifesize avatar schtick — and presumably not factoring in that the morphing stunt will weird some people out. One thing you can say about “Messimorphosis” is that it’s certainly memorable.

If you’re easily disturbed or grossed out, avoid this one at all costs. If, on the other hand, you’re a big fan of FIFA, Lionel Messi, or are under the influence of hallucinogenic drugs, then this one’s for you. Credits after the jump. Read more

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Nike Hits the Streets for ‘Copa Barrio’

The Copa América is a soccer tournament that pits 10 South American national teams against each other for bragging rights and glory. As it’s one of the most watched sporting events in the world, W+K Amsterdam and AKQA London are teaming up to give us their own spin on the event, renaming it “Copa Barrio.” “Write the Future” this is not, but it still finds a way to capture that frenetic national pride that makes these games so exciting to watch. “Barrio” in this instance is used to say that these games represent regional culture, comparing an entire country to a neighborhood where one grew up.

On Nike Football’s Facebook page, fans can select their own barrios and create their own team mottos and posters for matches. As for the spots, if “Write the Future” was a sci-fi comedy/drama, then Copa Bario is a collection of short cultural documentaries. These ads are visually engaging short films, and that’s what makes them stand out. That kickass logo isn’t bad either. Check out second clip and credits after jump…

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Nokia Defines Success with World Traveling, Mild Male Nudity

Success comes in many packages. Whether it’s using your smartphone to navigate from a city to a pile of rocks or watching your naked buddy jump face-first into a snowdrift, success is measured through the eyes of an individual. And, cell phones are basically tiny laptops these days, this independent, “mobile individual” is the persona advertisers are increasingly trying to target.

Such is the case with W+K’s newest campaign for the Nokia E7 Smartphone, which will include TV, print, digital and mobile apps. These days, the mobile-savvy individual can define success as being “no typos” or “a meme” and actually mean it. Nokia’s tagline, “Connecting People,” means using your smartphone to watch a movie with friends or using a Hong Kong ferry as a makeshift office. Saying something like “Success has friends not contacts” might seem a little silly or disingenuous to more jaded individuals, but to today’s average mobile consumer, it actually has meaning. How weird is that? Credits after the jump.

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