For the launch of the world’s most popular football game, Xbox looked to position itself as a best console for football. So McCann London created a campaign that reinvents an increasingly popular gaming phenomenon: the game tutorial.Typically, game tutorials feature virtual versions of players. Rather than using game footage, McCann London worked with Real Madrid stars Ramos, Modrič, Isco, Vazquez, and Ceballos – who not only showed off their skills but crucially showed how to re-create those moves on Xbox, by displaying the button combinations that would have to be pressed on an Xbox controller. The ad, directed by Omri Cohen through Somesuch, was released on 15 November and kicks off a real-time social campaign that will translate the moves by the Real Madrid team from actual Real Madrid matches played throughout the season, into the corresponding Xbox controller button combinations.At a highly competitive time, this partnership forms a link between the real world and the virtual one.CreditsClients:Michael Flatt, Global Integrated MarketingMarianne Scottow, Xbox Global Marketing ManagerChris Lewis, Head of Third Party Marketing Xbox EuropeHead of Integrated Production EMEA - Sergio LopezProducer - Claire ColohanBusiness Affairs Executive Producer - Nicholas MugridgeCo-Presidents and CCOs - Rob Doubal, Laurence ThomsonCreative Directors - Jamie Mietz, Sanjiv MistryCreatives - Jim Nilsson, Jacob BjordalBusiness Director - Sailesh JaniAccount Directors - Francois d’Espagnac, Matteo Della Venezia,Account Manager - Robert Stockton Project Manager - Paul GillepsieHead of Strategy - Karen CrumPlanner - Fanni DavidJunior planner - Jack GossProduction company: SomesuchDirector - Omri CohenDOP - Todd MartinProduction Co Producer - Louise GagenProduction Co Executive Producer - Seth WilsonEditor: The Whitehouse - James Forbes- Robertson, Greg HayesPost production - Electric Theatre CollectiveMusic - Sizzer MusicComposers - Reimer Eisig & Lennard van der Last Music Supervisor - Chris Graves, CRAFT Music SupervisorSound Engineer - Adam SmythSound Studio - CRAFT