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SEGA - Football Manager 2013


'Football Manager. Always.' advertising campaign


Create a high impact campaign for this enduring franchise to help it reach a brand new audience of armchair managers.


The franchise’s sales were strong, but not growing. A new approach was needed, something that went beyond the traditional product based advertising. The decision was made to move into more emotional territory and begin exploring what characterised the type of people who play the game. The key insight was that these people never, ever, stopped thinking about football. With Football Manager, they had a new outlet for their ‘always on’ football brains.


‘Football Manager. Always.’ showed how fans see football wherever they looked: from marks on a steamy window to a messy front room full of toys, everything is seen with a football lens. Three filmed executions focusing on tactics formed a TV ad and social content, supported by print and static digital executions.

Project Tags

  • SEGA
  • gaming franchise
  • football
  • advertising campaign
  • creative concept

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