Lightbox
Grand Award
The Everyday Tactician
XBOX
United Kingdom
2025
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Entrant Company
McCann London
Entry Type
Product/Service
Program
Clio Awards 2025
Medium Type
Professional
Medium
Experience/Activation
Category
Gaming
In the UK, football is our most popular national sport. It has an almost religious following with fans constantly playing, discussing, arguing and dreaming about the game. Bromley FC are in the National League which is a highly competitive league but without the big budgets of the Premier League. National League sides struggle to hire top talent as bigger, richer Premier League clubs hire the best. Top-tier football is currently being transformed by the increased use of data to win games, with teams of tacticians who use data to inform tactical decisions. But lower league teams are struggling to innovate. Football Manager is an award-winning football simulation game series that started in 1982. It’s the world’s most advanced football simulator, using real world football data collected by over 2000 scouts across every football league. The game gives you an unprecedented suite of data that only top managers would have access to, helping gamers analyse everything from XG (expected goals) to historical data going back 20 years. In FM you play as a manager and control tactics rather than controlling the players actions directly as in FIFA. Xbox champions the power of gaming under their current tagline ‘Power Your Dreams’ and in this case they were able to power gamers’ dreams to work in pro football and Bromley FC’s dream to challenge for promotion.
Credits
Advertising Agency
McCann London
London
Advertising Agency
McCann London
London
Agency Network
McCann Worldgroup
New York
Holding Company
IPG
New York
Advertiser / Brand
Microsoft/XBOX
Reading
Advertiser / Brand
Sports Interactive
London
Team
BROMLEY F.C.
Bromley
Production Company
Craft London
London
Public Relations Agency
Assembly
London
Talent Agency
Miai Brand Partnership
Weybridge
Media Agency
TNT Sports
London
Digital Agency
Clockwork media
Johanesburg
Production Company
Lowkey Films
London
Production Company
Excell Film Ltd.
London
Music Company
Wave
London
Chief Creative Officer
Rob Doubal
McCann London
Xbox Snr Global Product Manager
Mohan Gehlot
Microsoft/XBOX
Executive Creative Director
Regan Warner
McCann London
Chief Creative Officer
Laurence Thomson
McCann London
Creative Director
Jim Nilsson
McCann London
Creative Director
Jacob Bjordal
McCann London
Creative
Elliot Lee
McCann London
Creative
Rory Peyton Jones
McCann London
Executive Creative Director
Sanjiv Mistry
McCann London
Executive Creative Director
Jamie Mietz
McCann London
Business Director
Tom Oliver
McCann London
Account Director
Luke Brocklehurst
McCann London
Awards Manager
Sasha Semple
McCann London
Awards Manager
Caitlin Wheeler
McCann London
Project Manager
Annie Imam
McCann London
Head of Design
Lisa Carrana
McCann London
Designer
Max Henderson
McCann London
Designer
Lexie Hoskins
McCann London
Planning Director
JJ Bender
McCann London
Planner
Alex Passingham
McCann London
Influencer Manager
Katie Calderwood
McCann Content Studios
Influencer Executive
Alex Court
McCann Content Studios
Chief Creative Officer
Javier Campopiano
McCann Worldgroup
Global Creative Partner
Adrian Botan
McCann Worldgroup
Global Product Creative Director
Carmen Bistrian
McCann Worldgroup
Creative Excellence Manager, Europe & UK
Alice Reindlová
McCann Worldgroup
Director
Josh Exell
Exell Films
Director
Luke Exell
Exell Films
Producer
Nordie Childs
Exell Films
Director of Integrated Production
Jack Bayley
Craft London
Senior Producer
Sarah Hall
Craft London
Hybrid Editor
Joe Walmsley
Craft London
Title Animations
Sabina Dallu
Craft London
Colourist
Peter Pichnor
Craft London
Music Licensing
Paige Cowan
Craft London
Archive Licensing
Jazz Casey
Craft London
Head of Business Affairs
Clare Betts
Craft London
Sound Designer
Beresford Cookman
Wave Studios
Sound Designer
Katie Buxton
Wave Studios
Photographer
Jack Bradley
Freelance
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