Leo Messi is the star of the worldwide launch trailer that the agency FAN CONTENT (After) has created for Pro Evolution Soccer 2021. The video game of the Japanese multinational Konami commemorates its 25th anniversary with a piece that pays tribute to the past, present and future of a saga that, for yet another year, will compete for the world crown of electronic football. The three-minute trailer, shot in Barcelona, is aimed at players from all five continents.
With the slogan “It’s not about being the best. It’s about improving every year,” the campaign draws a parallel between the careers of PES and Messi. Just as Konami has never stopped refining PES to deliver the most realistic football experience, Leo Messi has also enriched his game season by season to become an all-round footballer who can master every aspect of the game.
In Konami’s words, this is “the most successful and well-received trailer” in the history of PES. In the first 24 hours after its release, it surpassed the previous year’s trailer by an average of 150%, with figures as striking as 11,000 hours more views (+241%), two million more impressions (+202%) and thousands of comments highlighting the quality of the piece and the references to the saga’s trajectory.
Behind the campaign’s creativity is FAN CONTENT, our agency specialising in generating relevant branded content for sports, gaming and e-sports fans. The company, based in Barcelona and Madrid, works for international clients and projects, focusing on the following areas: assistance in strategic decision making; search and negotiation of asset purchases; sponsorship activations; development, creation and production of online and offline advertising pieces; event production.