There's No Wrong Way to Play in Star-Studded Spot for EA Sports FIFA 20

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The 'Wrong Breaks New Ground' campaign was created by adam&eveDDB and helmed by Top Boy director Yann Demange
There's No Wrong Way to Play in Star-Studded Spot for EA Sports FIFA 20

Marking the worldwide launch of FIFA 20, adam&eveDDB has created a new global campaign focussing on innovators that play ‘wrong’ in the stadium, in the street and in the game.

The 90-second film highlights that, from the stadium to the street, football has always been pushed forward by people who do things differently. It celebrates those that play ‘wrong’ and defy conventional wisdom to play in their own uncompromising style.


The ad features superstars from the stadium Eden Hazard, Raheem Sterling, Jadon Sancho, Vinícius Jr and Megan Rapinoe, alongside street football innovator Lisa Freestyle and boxer Anthony Joshua.

The film is part of a global campaign calling on players to “Break New Ground”. With the addition of the street football in the “Volta Football” game mode, players can play their own way and create like never before. The 360 campaign also features “The Groundbreakers” - a series of stories showcasing innovators from the stadium to the street

Mat Goff, Joint CEO of adam&eveDDB, said: “There has always been a ‘right’ way to do things in football. But the global FIFA community are constantly making and breaking their own rules to show that wrong is the new right and changing the game for the better.’


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Brand

Client: Electronic Arts (EA)

Brand: EA SPORTS

Project/Campaign name: FIFA 20 - Break New Ground

First Air Date: 27th September 2019


Clients

Group Senior Producer: Anthony Doyle

Senior Producer: Andy Gillooley

Senior Creative Director: Paul Marr

Creative Director: Tom Gent

Senior Director of Strategy: David Jackson

Senior Brand Manager: Josh Farber


Agency

Agency: adam&eveDDB

Chief Creative Officer: Richard Brim

Executive Creative Director/s: Ant Nelson & Mike Sutherland

Creative Director/s: Tim Vance & Paul Knott

Copywriter: Richard Gayton

Art director: Darren Beresford

Agency producer/s: Ben Sharpe, Rosie Grayson, Nia Maclean, Nikki Cramphorn

Planner/s: Martin Beverley, David Mortimer

CEO: Mat Goff

Managing Partner: Mike Stern

Business Director/s: James Derrick

Account Director/s: George Fox

Account Manager/s: Jake Gidley

Legal Council: Trine Odin

Designer/Typographer: Alex Fairman, Roberto Celentano

Motion Graphics: George Fowler, James Ireland

Media

Media agency: Msix


Production

Production company: Pulse Films

Executive Producer: Lucy Kelly

Producer: Lucy Gossage

Director: Yann Demange

Cinematographer: Tat Radcliffe

D.O.P: Tat Radcliffe


Edit

Editing Company: Trim Editing

Editor: Paul Hardcastle & Magdalena Plugowska


Post Production

Post Production: The Mill

Post Producer: Alex Fitzgerald & Dan Crozier

2D Artist Lead: Gianluca Di Marco & Venuprasath D

3D Artist Lead: David Hempstead

Colourist: James Bamford

Music

Music Supervisor: Raphaella Lima (EA)

Audio Post Production: Factory

Recording Engineer: Phil Bolland

Sound Producer: Deborah Whitfield

Soundtrack name and composer: “Offence”, performed by Little Simz. Written by Simbiatu Abisola Abiola Ajikawo, Dean Wynton Josiah Cover and Cleopatra Zvezdana Nikolic. Music remix for advert by Mad Planet.

adam&eveDDB, 10 months ago