︎︎︎TR3NSAVIA: Taking ownership of the PS ‘R3’ button and the airplane celebration to promote the low fair airline Transavia in a game they couldn’t afford to advertise in.  

︎︎︎ Only the most wealthy companies can afford to advertise in Fifa. For the low fare airline Transavia, buying ad space in the game and competing with other major airlines was not an option. So we found another way to make Transavia to take off in the game.



︎︎︎ We gave people a chance to win tickets to the city of their favourite players. 

After scoring a goal with a Fifa player, different buttons on the joystick makes the player perform different ‘celebrations’. The R3 button makes the player do an ‘airplane’ celebration, and we turned those into ads for Transavia, by giving everyone the chance to score tickets to the city of the player they scored with. All they had do to was post a screenshot of the celebrating player on Twitter, which can be done directly from PS by the push of a button. All these airplane celebrations became free ads for Transavia – even if the players had “Emirates” or “Etihad” on the jersey. 

︎︎︎ We launched the campaign with the help of France’s most streamed Fifa players on Twitch.

︎︎︎ Had a great time making this with Sørine Rossing, Joseph Rozier, Théophile Robaglia and the talented team @ Marcel Paris.