The Drum Awards Festival - Extended Deadline

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Client: FIFA
Date: May 2018
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Mandalay Sports Media has produced a series of promotional spots for Fifa around World Cup 2018. The campaign will begin running in June and will air throughout the duration of the competition. The mix of 15 spots - in 60-, 30- and 15-second iterations - all feature the tagline 'Legends Made Here,' which was conceived by MSM.

The company won a global bake-off among agencies and production companies to get the campaign, which will air on Fifa's rights-holding broadcasters around the world, including Fox, FS1 and Telemundo here in the United States. FIFA asked for a campaign that could spotlight archival footage in an original way, and MSM executive producer Jon Weinbach worked with award-winning director Matt Ogens to craft a concept that mixes iconic archival material with cinematic, emotional footage of young, unknown adolescent players.

Their idea was to identify character archetypes - such as 'hero,' 'warrior,' and 'rebel' - and match those labels with both great archival shots from Fifa's extensive archive and kinetic, hand-held footage of a diverse group of youth soccer prospects. The campaign had to be executed very quickly, as it was greenlit in March and had to be delivered by early May. Several of the young players in the campaign play for the academy teams of Los Angeles Football Club, the successful Major League Soccer expansion franchise. .

'Legends Made Here' is directed by Matt Ogens, who has directed numerous high profile campaigns for the likes of Ford, Mitsubishi, Dick’s Sporting Goods, and Chick Fil-A, among others. His documentary, Home+Away, premiered at the Tribeca Film Festival last month.

Dan Marks, a six-time Emmy Award winning editor, served as the campaign's editor.

Mandalay Sports Media’s Jon Weinbach produced the series. Fifa's James Reilly oversaw the project for Fifa.

Credits

Client: Fifa

Agency: Mandalay Sports Media

Executive Producer: Jon Weinbach

Director: Matt Ogens (represented for commercials by Bullitt)

Editor: Dan Marks

Director of Photography: Billy Pena

Producer: Nathaniel Greene

Writer: Jon Weinbach

Graphics: Jeff Goelz

Associate Producer: Jonathan Vogler

Audio Post-Production: Juice Studios

Audio Producer: Dawn Redmann

Audio Mixer: Scott Burns

Color/Online: MPC LA

Color Producer: Rebecca Boorsma, Karena Ajamian

Colorist: Dimitri Rajapakse

Fifa: James Reilly