2023-06-23 12:47:50
The partnership between the game FIFA 23 and the comedy series “Ted Lasso”do Apple TV+, has just won another award for the production starring Jason Sudeikis. This time, the prize in question was the Grand Prize of Brand Experience & Activationpresented by the Cannes Lions festival and which celebrates the creative industry and market.
Launched in September 2023, the campaign placed not only the AFC Richmond in the game’s list of licensed clubs, as well as adding several of the series’ characters to the game, which could be used as avatars. This was the first time in history that a fictional team was added to the EA Sports game.
According to the festival, this partnership generated nothing less than 2 thousand articles written around the world and 13.2 billion impressions in the first 30 days. She also contributed to increasing the series’ ratings in 35% and made AFC Richmond the 17th most used team in FIFA — which has around 700 clubs.
In addition to “Ted Lasso”, “The Greatest”, an Apple commercial focused on accessibility, also won an award. Released a few days before the International Day of Persons with Disabilities, it highlights the various features of Apple devices in this regard, such as Door Detection, Sound Recognition and Voice Control.
Apple’s vice president of marketing communications, Tor Myhren, it is worth noting, made some comments about the campaign during his participation in the festival. When speaking of the importance of publicity agenciesthe executive said that brands must be authentic in their initiatives related to the cause.
Update, by douglas birth06/23/2023 at 7:30 pm
“The Greatest” It wasn’t the only Apple commercial awarded a Grand Prix this year. “R.I.P. Leon”which highlights the possibility of canceling the sending of messages on iPhones, was awarded in the category Filmone of the most important of the festival.
In the commercial, a man sends a message to the owner of a lizard to announce the death of the animal, which “resurfaces” moments later. Thanks to the message deletion feature of iMessage, the man manages to cancel the faux pas and save the interlocutor from such a fright.
With nearly 3.5 million views on YouTube, “R.I.P. Leon” had already been awarded at The One Show, an event that also honored “The Greatest” and other Apple commercials last month.
At Cannes Lions, the piece shared the prize with the suicide prevention campaign “The Last Photo”. This was possible because the “Film” category is one of the only ones that can honor two campaigns at the festival.
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