The Pointback

Yes, I love to play FIFA. But that’s not the point. It’s the cultural insight we brought from the real football pitch to launch the new Predators, made for and by midfielders like Kaká and Van Persie. 

The pointback is the ultimate sign of respect: a striker scores, turns to his midfielder and points back at him, giving him the credit for the goal. From the pitch we took it to all channels: film, social media and a mobile game that was the most downloaded app in eight countries. 

And when EA released FIFA 12, we launched the first campaign ever to influence the making of the game.

Now, after scoring a goal, 20 million FlFA fans only have to hold L2+R2 and Triangle buttons to do a Pointback and give their playmakers the respect they deserve.

Agency: Sid Lee Amsterdam
Role: Senior Writer
Director: Randy Krallman