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23 September 2009: In a fully integrated campaign from Wieden+Kennedy Amsterdam, EA SPORTS will launch the new FIFA10 game by asking ‘How Big Can Football Get?’. The campaign was inspired by staggering game-play statistics that illustrate just how many people already participate in football through EA’s FIFA games. The campaign encourages more people to join the football movement through the invitational proposition “LET’S FIFA” that has been carried over from the successful FIFA 09 campaign.

The campaign launches September 20th with a two-minute spot premiering in the UK during the much hyped Manchester United vs Manchester City match, with the rest of the campaign rolling out throughout the rest of the year.

Creative Director Edu Pou says, “Football has become a common language around the world, and FIFA10 gives people another way to communicate in the language of football. Our campaign celebrates the importance of the sport as part of our lives, and the TV spot shows the intense pleasure of football victory now available to anyone, anytime, anywhere. The astounding FIFA figures prove it.”

Creative Director Joakim Borgström says, “We have data from EA showing that 2 million FIFA games are played around the world every day. That's 350 years of football every season. We wanted to show how EA FIFA10 is now a big part of football culture.  The lines between real and virtual football are more and more blurred. To us this begged the question, ‘How Big Can Football Get?’”

The FIFA10 TV campaign, directed by Johnny Green, will debut with a two-minute film.  The film opens pre-match with Rooney, Benzema, Xavi, and a host of other pro football players (Walcott, Cahill, Mandanda, Schweinsteiger, Chiellini), FIFA gamers, and football fans in locations all over the world. The intensity of their matches grows and the pace quickens, leading ultimately to huge celebrations, huge disappointments, and all of the emotions typical of Richter Scale-sized football matches. With gamers, pros, and fans all taking part, the campaign shows how FIFA10 connects people throughout all levels of football and gaming culture. 

To support the campaign and bear out its message, print, digital, and online content will continue to roll out globally throughout the year.

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FIFA 10 - How Big Can Football Get?