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EA Madden NFL 16
Madden the Movie

RAN IN: United States

CLIENT
Electronic Arts

AGENCY
Heat *Lead Agency

Steve Stone, CCO
John Elder, CEO
Anna Rowland, Creative Director
Warren Cockrel, Creative Director
Nichole Geddes, Associate Creative Director
Sam Renbarger, Strategy Director
Aaron Lang, Managing Director
Jonathan Pierce, Account Director
Shawn Raissi, Senior Art Director


Starcom


SUMMARY

How do you top a Madden-inspired music video starring Kevin Hart and a smack-talk generating Gif-engine? You start by creating an epic five-minute Bollywood-themed action film starring Christopher "McLovin" Mintz-Plasse and Dave Franco, alongside NFL stars Rob Gronkowski, Antonio Brown, and a T-Rex. Then you create a weekly spin-off series that showcases those same stars as puppets, teaming up to solve mysteries in between heated games of Madden - orchestrating an over-the-top pop-culture extravaganza that stole the hearts of the Internet, while helping Madden break all-time sales records. 

CASE STUDY

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CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Mobile/Tablet Optimized Website;Video Skins/Bugs;MOBILE/TABLET;Display Ad (Mobile/Tablet);TV;Branded Content (TV)

Audience: Teens (13-20)

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English