Everyday Tactician
Modern football is ruled by money and old boys’ networks, leaving little space for new voices. So Xbox and Football Manager decided to recruit talent from an entirely different league, the gaming world.
Nathan, 23, went from playing Football Manager on Xbox to working full-time for Bromley FC, using in-game data to analyse opponents and shape real-world tactics. The role was announced at a genuine press conference, pulling 1.9 million views in just 72 hours and making headlines worldwide.
Bromley went on to earn their first promotion in 132 years. Football Manager play on Xbox jumped 190%. And the campaign went on to be recognised across the industry; from a Titanium and multiple Grand Prix at Cannes Lions to Ad Age’s Campaign of the Year along with major wins across all awards.
ECD: Regan Warner | CD: Jim Nilsson, Jacob Bjordal | Creative: Elliot Lee, Rory Peyton Jones | Director: Josh & Luke Exell
