So you got an ad approved, produced and finished within three and a half weeks – congratulations. 73 FCB offices throughout the world, from London’s FCB Inferno to FCB New Zealand, have collaborated to create 1,440 pieces of unique 1 minute content – one for every minute of the day – in just eight weeks.
Here are its key stats:
- 1,440 films
- 24 hours of work
- 1 minute per piece of content
- 1,440 random facts turned into scripts
- 8 weeks from start to finish
- 142 copywriters
- 73 FCB offices collaborating
- 14 chief creative officers
- 37 creative directors
- 30 video editors
- 5 scripts written by FCB global chief creative officer, Susan Credle
The campaign is to promote the leading online slots games site, Slotomania. The films aim to remind people that everyone needs some me-time and to provide an antidote to the guilt that people feel when playing a mobile game during a bit of me-time time out. FCB Happiness and Slotomania wanted to counter that guilt by giving a reason to play, any minute of the day.
The campaign is live at whyitsokaytoplay.com, a real-time video clock that runs perfectly in sync with local time and shows a different video for every minute of the day. Each 60 seconds unveils a unique video, with a script based on surprising data found about that specific moment in the day, turning each minute into a unique insight and an original reason to play.
1,440 facts were turned into 1,440 pieces of content – one for each minute of the day.
For example, 6:39am should be a good time to play, because most successful people wake up at this time, and successful people attract luck. It also reveals that 2:36am is the time most UFOs are spotted – and a good way to avoid an encounter with visitors from outer space is to focus on a game of Slotomania.
To achieve the Herculean feat, 14 chief creative officers, 37 creative directors, 142 copywriters and 30 video editors at FCB’s production company Fuel Content in Cape Town became involved. Each story is supported by fast-paced visuals and flashy kinetic typography that resembles the style of the Slotomania game.
The entire production process – from data gathering to completion of the 1,440 films – was done in only eight weeks. FCB then wrote an algorithm to allow automation to help it out. 6,197 stock clips were automatically generated based on keywords in the script. All words written in the script were adapted into automated kinetic typography. 30 editors did finishing touches, together with 320 hours of studio time to record the voices.
Geoffrey Hantson, chief creative officer of FCB Happiness Brussels, commented, “It shows how a network can help in creating extraordinary campaigns for clients. It’s truly a worldwide collaboration.”
FCB global chief creative officer, Susan Credle, added, “Often we are asked, what’s the benefit of a global network. Slotomania is an answer. It took 73 offices writing against an ambitious idea to pull this off. A clear strategy, a strong creative idea executed by the generosity of creative FCBers around the world.”
