How Xbox translated Fifa controller inputs into a newspaper match report ad

To compete with PlayStation’s “huge global marketing campaign” promoting Fifa 18, Xbox has combined the traditions of match analysis and print advertising for its own initiative.
The brand enlisted McCann London to take its digital product and translate it into the original analog advertising platform – the newspaper. The agency put together a match report covering the high points of the recent Juventus v Real Madrid match, telling the story not in wor