2010 SILVER

ENTERTAINMENT & SPORTING EVENTS

EA SPORTS ACTIVE PERSONAL TRAINER

EA SPORTS, ELECTRONIC ARTS INC.

Dana Marineau, Advertising Director
Dustin Shekell, Senior Ad Manager

DRAFTFCB

Mary FlorCruz, Senior Account Planner
Colin McRae, Creative Director, SVP
Tony Vasquez, Creative Director, SVP
Isaac Clemens, Management Supervisor, VP
Alexis Lovett, Senior Account Executive
Jess Davis, Copywriter
Nic Howell, Art Director

WIEDEN + KENNEDY

Kim Sizemore, Media Supervisor

ISOBAR

EA had never before had a top-selling video game on the Wii, and this became our goal for EA SPORTS Active. The challenge was to position Active not as a video game, but as a real fitness product that would appeal to women. Our key insight was that our target of busy moms craved, but felt guilty taking, the 'me time' associated with getting in shape. Our strategy was to empower these women to take time for themselves and get fit with Active. This inspired the campaign 'I'm Active for?', which highlighted the many varied and personal reasons women workout. We exceeded the sales goal by 37% and put Active on the Top 10 Selling List of Console Video Games for three consecutive months.