I am the one
Garena Gaming
Issue 32 | September 2014
Agency
Saatchi & Saatchi Thailand
Creative Team
Executive Creative Director: Nuntawat Chaipornkaew Creative Group Head: Papop Chaowanapreecha Art Directors: Krissada Jun-On, Prapat Patomchaiwiwat, Weerayutt Angkharach, Shayne Chomchinda, Kajohnchai Rodklongtan Copywriters: Tanongsak Tannoprat, Chavanon Tantisiriseranee, Nattinee Hemwanno Agency Producer: Aitthipat Boonkumol, Chanida Noikampan Executive Planing Director: Tarn Tanarugsachock Account Handler: Orathai Maneechot
Production Team
Production House: NUMBER SEVEN Director: Anurux Jansanjai Director Of Photography: Pirachat Puttisaengpakdee Producer: Patchupan Boonchan Production Manager: Siriporn Panthong Art Director: Poo-rich Timpatoom Editor: Kriangkrai Watananiyom Sound Engineering: Sakchai Kungwanprasert
Date
June 2014
Background
The campaign was released the day before Argentina's Lionel Messi set foot on the world stage at the FIFA World Cup in Brazil, and celebrates the idea that through FIFA Online 3 anyone can 'be the one'.
Idea
The campaign for the free-to-play multiplayer online football game was teased with the media hijacking of football news websites by replacing actual football stars mentioned in news articles with that of Thai game players, and launched through a stirring film dubbed 'Messi's Arrival'.
An interactive version of the film can be accessed at the website http://iamtheone.in.th where viewers can insert their own faces into the film to 'be the one' and also join the world's largest football team photo.
'I am the one' was strategically rolled out into Outdoor, Point-of-Sale and Social content through Live Creativity real-time social and content hub, and continued to develop as stories of the World Cup and social conversations evolved.
When Brazil scored an own goal, the content team produced an 'interview' with a Thai player talking about how he just wanted to score the first goal," explained Chaipornkaew. "When Spanish star Alonso lost a tooth, so did their stars and even the audience. When Suerez hurt his knee, so did they."