Nokia nGage

Fifa 08

@ WorkClub 🇬🇧

🏆 D&Ad InBook 
nGage was a gaming platform that took the action from living rooms anywhere. To promote it, Nokia gave away 120,000 free copies of FIFA08.

Work Club came up with a digital campaign to show what would happen if people started behaving in public transportation in the same way they did when playing FIFA08 at home.

The campaign explored surreal moments that would happen when people’s gaming habits were transferred from living rooms to London’s underground.

We went out with hidden cameras to the London Underground capturing people’s reactions from amused (and bemused) passengers to understanding boyfriends.

The result was 6 films hosted on a CCTV-dashboard-like microsite.