CLIENT
Electronic Arts, Inc.
Dana Marineau, Director of Advertising, EA SPORTS
Dustin Shekell, Senior Advertising Manager, EA SPORTS
AGENCY
Warren Cockrel, Associate Creative Director, HEAT
John Elder, President and CEO, HEAT
Chris Gatewood, VP, Creative Director, Freestyle Interactive
Aaron Lang, Client Services Director, Freestyle Interactive
Scott Redick, Director of Strategy, Freestyle Interactive
Anna Rowland, Senor Art Director, HEAT
Andrew Schmeling, VP, Creative Director, Freestyle Interactive
Steve Stone, Chairman and Creative Director, HEAT
Wieden + Kennedy
SUMMARY
EA SPORTS needed to not only increase market share, it needed to reinvigorate the entire category of sports gaming. 'The Win' campaign tapped into the universal human desire to not only compete, but to win. As a result, genre share increased 25% year-over-year, and market share increased 14% while the campaign was live.
