How 73 FCB Offices Made 1,440 Minute-Long Ads for One Gaming Campaign

A single ad campaign with 1,440 pieces of unique content, one for every minute of the day? Hey, that sounds, well, exhausting. And unwieldy. And profoundly disturbing. Regardless, FCB Happiness just launched a snappy hub, Why It's Okay to Play, loaded with 1,440 minute-long videos that run in sync with local time worldwide. The clips promote Slotomania, a leading provider of mobile Las Vegas-style slot action (though there's no actual wagering). The films feature 1,440 fun facts about specific times of day, offering lighthearted reasons for playing Slotomania at that exact moment. Why should you play at 2:36 a.m.? That's when most folks spot UFOs. But you can avoid potentially unpleasant extraterrestrial encounters by wasting time—er, chilling out—with Slotomania instead: [kickout id="1"] Sharks tend to be really active at 7:11 a.m., we're told, so diving into Slotomania probably beats diving an early-morning dip: [kickout id="2"] Why play at 3:14 p.m.? Well, it's all about cherry pie, or maybe Pi (3.14159 etc.): [kickout id="3"] Next, we learn that 1:40 a.m. is "an internationally lonely minute," so playing Slotomania will help drive off those pre-dawn blues: [kickout id="4"] 12:21 p.m. is, apparently, "the international minute of the palindrome." Wow! Time to hit the online slots: [kickout id="5"] Research showed that "people tend to feel a bit guilty when playing a mobile game while taking me-time," says FCB Happiness creative chief Geoffrey Hantson. "They think it might be perceived as unproductive, compared to reading a book or going for a walk. So, we decided to take on that feeling of guilt head on." Working intensively for eight weeks, FCB marshaled talent from 73 offices across its global network to build the campaign. All told, 142 copywriters, 37 creative directors, 14 creative chiefs and 30 editors worked on the initiative. Nearly 6,200 stock clips were generated based on keywords in the scripts. It took 320 hours to record the narrations. Phew! And all those people-hours couldn't possibly have been spent in any other more meaningful way imaginable. Obviously, some of the (so, so many!) installments work better than others. The ones we sampled were amusing in a self-consciously nonsensical way. Some of the "It's-time-to-play-because" set-ups seemed forced, but maybe that's part of the joke. Of course, this weighty enterprise works best as a PR platform to generate coverage and spread the Slotomania name, rather than as a proper campaign in its own right. Still, it can be sheer hell to sell through a single minute-long ad, and FCB managed to get 1,440 up and running, so major back-pats there. "The mere fact that the first edit of every film was automated, done by a machine—you never really knew what to expect," Hantson says. "You never really knew which image the system would link to a keyword out of the script. I remember that one of the films contains the sentence 'There are more nipples in the world then people.' After reviewing few hundreds of scripts, I remember that we had a good laugh with that one in the middle of the night. However, I don't remember in which minute the sentence was featured. Looks like you will have to check them all!" Pfft, dude, who's got time for that? Here's a campaign case-study that mercifully clocks in at just two minutes: [kickout id="6"] CREDITS • Playtika / Client Ofer Kinberg General Manager Mattan Levin Marketing & Monetization Vicepresident Mickey Sonnino Director of Monetization Sharon Tzvielli Marketing Manager Eyal Argon Marketing Relations Director Or Reznitsky Acquisition Vicepresident • Happiness Brussels, an FCB alliance Karen Corrigan Chief Executive Officer Geoffrey Hantson Chief Creative Officer Kris Hoet Chief Innovation Officer Elke Janssens Managing Director Hans Smets Group Account Director Marlen Fernandez Pando Account Executive Niels Sienaert Creative Director Tim Schoenmaeckers Creative Director Pieter Claeys Concept Provider Barbara Dzikanowice Creative Content Director Eline Goethals Strategic Planner Tuyet Hoang Digital Producer Dries Lauwers Graphic Designer Frederik Draulans Senior Graphic Designer Remke Faber Motion Designer Seth Michielsen Motion Designer • BLISS Interactive Thomas Colliers Head of Technology Dinh Tran Website Developer • Playtika Maayan Kalfus Creative Team Leader Kira Tovarovsky Marketing Specialist Amir Kwiat Director of Marketing Ella Vidra IT Operations Director Andrii Skip IT Operations • FCB Sebastien Desclee International Markets & Affiliates President Susan Credle Global Chief Creative Officer Luis Diaz International Chief Creative Officer Humberto Polar Chief Creative Officer Mexico Nancy Crimi-Lamanna Chief Creative Officer Canada Jonathan Deeb Chief Creative Officer South Africa Ahmed Tilly Chief Creative Officer South Africa Al Young Chief Creative Officer United Kingdom James Mok Chief Creative Officer Asia Pacific Rich Levy Chief Creative Officer Health Ari Halper Chief Creative Officer New York Karin Onsager-Birch Chief Creative Officer San Francisco Liz Taylor Chief Creative Officer Chicago Joanna Monteiro Chief Creative Officer Brazil Maria Caetano International Creative Service Manager Kynda Love Global Creative Services Manager David Garcia Executive Office Coordinator Mary Day Editorial Director • Fuelcontent Simon Spreckley Executive Creative Director Nikki-leigh Piper Executive Producer Steve Lewis 3D & Motion Design Dillan Fuller Head of Motion Lawrence Jaeger 3D & Motion Design Brendon Cahill Head of Craft Matthew Stephen Senior Generalist Chad Rutter Motion Designer Dirk Tiffin Motion Designer Phillippe Fowler Technical Director Johann Fitschen Back-End Developer Simon Nicholson Senior Designer Tony Snoek Video Editor Max Murray Video Editor Matthew Furnell Video Editor Danielle See Video Editor Gavin Langley Video Editor Phill Keong Video Editor Vuyo Serote Video Editor Hendre van der Walt Video Editor Vanessa Borthwick Creative Production Beverly Toweett Production Manager Sandi Joseph Production Co-Ordinator Lucille Kemp Copywriter • Little Big Productions Beau Lijnes Video Editor Candice Wainwright Video Editor Christopher List Video Editor Dale Ontong Video Editor Edwin de Swardt Video Editor Gordon Bakkes Video Editor Henk Coetzee Video Editor Janine van Schoor Video Editor Jules Booysen Video Editor Lorien Byrne Video Editor Luke Housdon Video Editor Luke Bolus Video Editor Nathan Fourie Video Editor Scott Bridge Video Editor Vanessa Carrara Producer Khosi Khumalo Producer Michelle Nel Producer Sean Potgieter Proofreader Melissa Burke Proofreader Pandora Maphumulo Proofreader Kamo Masizane Proofreader • Thoopid 3D Modelling & Animation • Bioscope Films Hylton Tannenbaum Video Production Director Daniel Kaplan Executive Producer • The Music Works Sound • We Love Jam Sound • Red Leather Craig Ross Voice Over Artist Alan Glass Voice Over Artist Bianca Flanders Voice Over Artist Emily Whitefield Voice Over Artist • KooKooRuza Animation and Voice Over • Getty Images Stock Footage • Happiness Brussels, an FCB alliance Flavio Pantigoso copywriter Daniel Sacroisky copywriter Niels Sienaert copywriter Pieter Claeys copywriter Tim Schoenmaeckers copywriter Fien Foubert copywriter Hanna De Conink copywriter Roxane Schneider copywriter Barbara Dzikanowice copywriter Stephane Opdenbosch copywriter Michel Simos copywriter Tadas Maksimovas copywriter Paul Busschau copywriter Bart Van Gils copywriter Pieter Van Schil copywriter Lennert Vedts clip editor Miki Beddeleem clip editor Robbie Cap clip editor Chris Goossens clip editor Flora Hellemons clip editor Emilie Buyse clip editor Gabriela Gonzalez clip editor Patrick Eckel clip editor • FCB Ian Mackenzie Creative Director Canada Kelly Michaelov Creative Director Toronto Michael Okun Creative Director Germany Lulo Calio Creative Director Argentina Marina Pinto Barbosa Creative Director Portugal Veljko Goluboric Creative Director Serbia Mahendra Bhagat Creative Director Bangalore Ajeet Shukla Creative Director Mumbai Ravi Shanker Creative Director Indonesia Robby Mathew Creative Director Interface Shiping Ong Creative Director Malaysia Jake Tesoro Creative Director Philippines Taejay Lee Creative Director South Korea Pedro Soler Creative Director Spain Eva Filippidou Creative Director Greece Yiannis Barboutis Creative Director Greece Fabio Teodori Creative Director Italy Massimo van der Plas Creative Director Netherlands Claudiu Dobrita Creative Director Romania Daniele Pancetti Creative Director Russia Salvador Luca Creative Director Chile Cesar Salazar Creative Director Colombia Mike Alfonseca Creative Director Dominican Republic Diego Deon Creative Director El Salvador Alvaro Martinez Creative Director Paraguay Fiorella Frascheri Creative Director Uruguay Exequiel Rodriguez Creative Director RG2 Diego Lanzi Creative Director Guatemala Agnieszka Klimczak Creative Director Poland Andy Lusti Creative Director Zwitzerland Sodsoi Chomthavat Creative Director Thailand Jordan Litaj Creative Director Slovenia Yanis Ayouch Creative Director Mauritius Joa Pedro Flores Creative Director Dubai Victor Bertrand Creative Director Honduras Nayef Mujaes Creative Director Riyadh Richard Halabi Creative Director Kuwait Abby McBeth copywriter Adam Repp copywriter Adrianna B. Casuga copywriter Alex Adati copywriter Alexandru Rosca copywriter Alfredo Negri copywriter Alvin Ng copywriter Ameia "Micia" Roxas copywriter Ana Noriega copywriter Andre Focke copywriter Andrea Cartategui copywriter Andreas Kurhan copywriter Anna Maria Paleocrassas copywriter Anna Obraztsova copywriter Anna Weigl copywriter Antonis Pantazis copywriter Arantxa Fuente copywriter Archontoula Xanthopoulou copywriter Ariel Gonzalez copywriter Axel Wohlers copywriter Ayoub Choukri copywriter Bernhard Labitzke copywriter Bozidar Cvetkovic copywriter Bruno Ponzoni copywriter Christian Acevedo copywriter Christian leoni copywriter Christoph Nann copywriter Cinthya Betancour copywriter Daniela Zalzman copywriter Diana Nica copywriter Diego Nunez copywriter Dimitri Hubregtse copywriter Dionie Tanada copywriter Domink Bri_llisauer copywriter Eileen Woo copywriter Esteban McLean copywriter Eunhea Kim copywriter Fabio Martinez copywriter Federico Macko copywriter Federico Stuht copywriter Fernando Solorzano copywriter Fero Haizal copywriter Florian Hofmaier copywriter Franck Marciano copywriter Frank Fusco copywriter Gianluca Belmonte copywriter Hanh Thao Tran Dang copywriter Irina Tanase copywriter Ivana Strukelj copywriter Jackie Soldano copywriter Jairo Guerrero copywriter James Ly copywriter Jason Ip copywriter Jayshree Viswanathan / Chelsey Redshaw copywriter Jenn Berkelmans copywriter Jennifer Gabell copywriter Jessica Everson copywriter Jorge Saade copywriter Joseph Vernuccio copywriter Juan Rojas copywriter Juan Sebastian Jimenez copywriter Jules Cabigon copywriter junior rosario copywriter Justin Chen copywriter Kartik Dey copywriter Katerina Geraniou copywriter Kelsang Gope copywriter Kristina Panova copywriter Krizia Mucino copywriter Krystle Mullin copywriter Kutaiba Kabbani copywriter Laura De Santis copywriter Leodegario Torres copywriter Lev Smirnov copywriter Lindsay Eady copywriter Luis Duran copywriter Manuel Garay copywriter Marcelino Madriz copywriter Martha Lees copywriter Matt Everts copywriter McCamie Cole copywriter Melissa Rangel copywriter Michael Okun copywriter Michele Vicari copywriter Mika Avila copywriter Minh Le copywriter Mitchell Crowe copywriter Monserrat Camarillo copywriter Morgan Wroot copywriter Nick Bristow copywriter Nick Stoner copywriter Nihad Nour copywriter Noel Fenn copywriter Nollye Diaz Rodas copywriter Nuria Lacalle copywriter Olga Viejo copywriter Olivia Spanu copywriter Onsiri Thanibutra copywriter Pablo Sanchez copywriter Paola Garces copywriter Patricia Biea copywriter Pedro Garcia copywriter Pete Gardiner copywriter Piyali Shanker copywriter Quods Ouaissi copywriter Radu Constantinescu copywriter Ravi Costa copywriter Ricardo Gomez copywriter Rolf Bais copywriter Sebastian Jimenez copywriter Shilpa Sinha copywriter Slobodan Vujanovic copywriter Sridhar Rajagopalan copywriter Stephanie Khalil copywriter Tadeo Herni?ndez copywriter Thinh Nguyen copywriter Thinh Truong copywriter Tiago Carvalho copywriter Timothy Paradise copywriter Tuan Phan copywriter Ursula de la Sotta copywriter Vaishali Jain copywriter Vicente Pinheiro Melo copywriter Victor Afonso copywriter Viet Ta Trong copywriter Wonhee Jeong copywriter Wouter Kampman copywriter Zachary Richman copywriter Zhanna Makarova copywriter

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How 73 FCB Offices Made 1,440 Minute-Long Ads for One Gaming Campaign

Each clip provides a reason to play

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