Winners & Shortlists


Category E01. SOCIAL VIDEO
Entrant Company R/GA London, UNITED KINGDOM
Advertising Agency R/GA London, UNITED KINGDOM
Production Company THE SWORD FIGHT Los Angeles, USA
Name Company Position
Rodrigo Sobral R/GA London Executive Creative Director
Rodrigo Sobral/Iain Robson R/GA London Creative Director
Edwin Latchford R/GA London Copywriter
Ciaran Mccarthy R/GA London Art Director
Kelly Wood R/GA London Producer
James Stephens R/GA London Global Account Director
Omar Johnson Beats By Dr. Dre Executive Creative Director
Diallo Marvel Beats By Dr. Dre Creative Director
Peter Feldman/Ana Julfayan Beats By Dr. Dre Producer
Nabil Elderkin Sword Fight Director
Justin Benoliel/Niko Maronn Sword Fight Line Producer
Justin Benoliel Sword Fight Executive Producer
Danny Hiele Sword Fight Director Of Photography
Angus Wall Rock Paper Scissors Creative Director
Damion Clayton Rock Paper Scissors Lead Editor
Andrew Eksner Brewster Parsons Lead Flame Artist
Darcy Parsons/Sybil Mccarthy Brewster Senior Executive Producers
Josh Eichenbaum Inner Circle Sound Sound Mix
Rommell Molina Inner Circle Sound Sound Design
Jamie N Commons/The X Ambassadors Ambassadors Jungle Jungle Music

Creative Execution

Beats rolled out several short form versions of this campaign with a series of television commercials in more then nine countries and five different languages - each version highlighting the athletes and rituals that are authentic to the country in which it airs. Game Before The Game stars some of the greatest, most beloved footballers in the world including Neymar, Mario Goetze, Daniel Sturridge, Cesc Fabregas, Luis Suarez, Chicharito and Robin Van Persie among others with cameos by LeBron James, Serena Williams, Rio Ferdinand and Thierry Henry.

Game before the Game has achieved 24,539,021 hits on YouTube to date as well as worldwide press coverage in around 100 publications from The Independent, Huffington Post, Fast Company, Ad Age and many more.

Before the goals, before the glory, there is a game. "The Game Before The Game" shares the pre-game rituals of football players, fans and celebrities around the world, as they silence all doubts, distractions and fears in their preparation for victory. Every ritual from every player and nation is authentic, as is the role that Beats headphones have come to play in each athlete's preparation for the game. The campaign also celebrates pre-game rituals from fans around the world: In a small garage a Brazilian father and his young son stand in front of a home made shrine placing rosary beads over a framed image of Neymar; In a modern apartment, a man writes the names of rival teams on small scraps of paper and puts them in his fridge. These are just a few of the ways that these fans prepare to support the sport the players they love.