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LOS ANGELES In its latest work for Electronic Arts’ Madden NFL ’09, Wieden + Kennedy shifts the focus from action footage to the almost fanatical love of the game.
Research on the entire EA product line spearheaded by senior strategic planner Paulo Ribeiro led to the change in tactics, according to Aaron Allen, who teamed with Jed Alger as creative directors on the project.
“EA has been promoted as the most authentic experience with all the details, and some of our campaigns have stressed this, ‘Are you tough enough to play Madden?’ seriousness,” said Allen.
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