PES is one of the leading soccer games around the world, specifically throughout Europe, Asia, Japan and Latin America. PES has been able to differentiate itself by providing a more authentic experience due to its superior gameplay and unique signature moves.Our primary objective was to convert 100% of 2011 fans to 2012. Our second objective was to connect the brand to the real game of soccer in a meaningful and engaging way.

Since PES is the ultimate game, it deserves the ultimate referee. Enter Robert Roberto Roberto, a man who lives and breathes the rules of soccer. Fair play isn’t just a job for him; it’s his passion. The launch of PES 2012 has driven Robert Roberto Roberto out from behind his cards and into the public eye. He grounds the brand in the fouling system and maintains the integrity of the game at all times.We created an extensive video campaign featuring Robert Roberto Roberto.

PES is one of the leading soccer games around the world, with a strong fan community throughout Europe, Asia, Japan and Latin America. PES has been able to differentiate itself by providing a more authentic experience due to its superior gameplay.We launched the PES 2012 campaign during the World Soccer Challenge with a first-of-its-kind foam hand tailored to soccer fans. This reversible yellow and red card is branded PES with the new tag "Can You Play?" Over 175K foam hands were distributed in multiple cities across the US and Mexico but because the titan FIFA has control over the stadiums we were forced to create this Trojan horse. By successfully connecting with fans on a fundamental level, our foam hands were eagerly garnered and walked into stadiums. This allowed fans to interact with the game and our brand in a meaningful way.During the MLS Championship game, photos were taken of Brooklyn Beckham holding up the PES foam hand and were splashed across the media with an estimated daily reach of 3.5M unique views. The foam hands also contributed to PES 2012 being the first game ever to break the 1MM sales mark in Latin America.