The concept we wanted to communicate was that the newest version of the soccer video game, "Pro Evolution Soccer", was the most realistic, because of its incredible graphics and unequaled playability. This makes ®"Pro Evolution Soccer" the only soccer simulator, setting it apart from its main competitor "FIFA", which is oriented more towards an arcade style.
We chose to use advertising spaces which normally take place during live soccer game transmissions. But in this case, instead of interrupting the transmission with traditional spots, we decided to overlay the classic icons that appear during "Pro Evolution Soccer" matches. In this way, we transmitted the feeling of watching a Pro Evolution Soccer game. After a few moments, the icons disappeared and on the bottom of the screen, the following text was displayed: "Pro Evolution Soccer 2009. 100% real soccer."