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W+K Amsterdam Mines Lionel Messi’s Tears from FIFA 15

W+K Amsterdam launched a spot starring Lionel Messi promoting the release of EA Sports' FIFA 15, entitled “The Bitter-Sweet Taste of Football.” EA Sports has also said that it wants to eliminate all cheaters and fifa coins sellers from FIFA 15 in order to make sure that Ultimate Team is fair and balanced for all those who are interested in it.


The spot sees Messi hooked up to a bizarre machine mining his tears of joy from victory and sadness from bitter defeat. As the tears make their way down the Wonka-esque contraption they pass screens showing in-game footage and finally are turned into bitter defeat dark chocolate and sweet victory white chocolate bars, which are then fused together and packaged (think Kit Kat).


“Football is bitter-sweet. One moment you are crying the sweet tears of victory, and the next, you are crying the bitter tears of defeat,” explained W+K Amsterdam creative director David Smith. “So what better way to show the emotion of football than to make a chocolate bar from the tears of Lionel Messi? A man who feels football more than any other man in the world.”


Creating the crazy contraption was no simple feat. W+K Amsterdam teamed up with a team of engineers and industrial designers to bring the idea to life as an “actual, moving, spinning, 10-meter long installation complete with conveyor belt.” That sounds like a pretty impressive piece of machinery. And if it works well with Messi’s waterworks, imagine what it could do with the tears of unfathomable sadness.




  • Group SVP, Global Marketing: Todd Sitrin
  • VP, Global Marketing: Jamie McKinlay
  • VP, Advertising & Design: Dana Marineau
  • Director, Creative Strategy: Dustin Shekell
  • Senior Manager, Creative Strategy: Mark Evans
  • Creative Strategy Manager: Anne Fournais
  • Campaign and Adaptation Manager: Clement Berta
  • Senior Manager, Global Product Marketing: Matt McKie




  • Executive Creative Director: Mark Bernath and Eric Quennoy
  • Creative Director: David Smith and Alvaro Sotomayor
  • Art Director: Max Gebhardt
  • Copywriter: Max Arlestig
  • Head of Broadcast Production: Joe Togneri
  • Broadcast Producer: Elissa Singstock
  • Associate Producers: Beau Brouwer, Judd Carraway
  • Planner: Ben Armistead
  • Group Account Director: Kirk Johnsen
  • Account Director: Nick Campion
  • Account Manager: Kerstin Haag
  • Project Manager: Janna Harrington
  • Business Affairs: Justine Young, Melissa Kincaid, Kacey Kelley




  • Director: Mark Zibert
  • Director of Photography: Greig Fraser
  • Producer: Matt Wersinger
  • Executive Producer: Doug Halbert




  • Editor: Russell Icke
  • Assistant Editor: Iain Whiteright




  • Sound Designer/Mixer: Raja Sehgal




  • Artist / Title: EA Fifa Messi Chocolate Delight




  • VFX Producer: Amy Richardson
  • VFX Supervisor: Iain Murray
  • 3D Supervisor: Michael Diprose
  • Colourist: George K


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