Xbox Microsoft

The Everyday Tactician (case study)

Agencies: McCann McCann London McCann Worldgroup


Xbox's longform documentary showcases the merging of real and virtual worlds as Bromley FC recruits a new management team member through the popular Football Manager game.

In a room full of football fans, everyone thinks they can out-manage the professionals. This concept is the foundation of the campaign, where Wembley Tour Guide Nathan Owolabi lands a job as Bromley's new tactician after demonstrating his gaming prowess and achieving the Championes milestone in FM24, earning him a five-month contract with the club.

The three-part series, with the above film being part one, airs on TNT Sports and follows Nathan's journey. It highlights a novel approach to talent acquisition by hiring from an untapped talent pool: gamers. "The Everyday Tactician" is, according to its creators, a genuine opportunity for Owolabi rather than a mere marketing stunt. He becomes an integral part of Bromley FC's backroom staff, working full-time under manager Andy Woodman.

“Nathan brings a deep understanding of FM24 to the pitch," said Mohan Gehlot, Xbox’s Senior Global Product Manager. "He knows what's required and is eager to learn and engage with new processes – it’s fantastic.”

“We aim to create ideas that push boundaries," said Laurence Thomson, Chief Creative Officer at McCann London. "Exploring untapped talent from the virtual to the real world benefits both the gaming and sports industries. More than just a launch campaign for FM24, this is a real job with real lives and competitive sport, along with a broadcast partnership. The brilliance of this campaign lies in its integration with FM24. We congratulate Nathan for his success and the partnership team for embracing such an ambitious idea. We eagerly anticipate the lasting impact of initiatives like this. Come on Nathan! We’re rooting for you, and come on Bromley!”

“Nathan has been great,” added Bromley FC's Woodman. "He's integrated well with our staff and shown a strong work ethic. He's learning on the job, which is crucial, and he might even claim our successes are due to his efforts! Joking aside, he's been a pleasure to work with. The project brings another perspective and a different approach. Nathan has embraced the opportunity and genuinely added value to our team.”

This professional campaign titled 'The Everyday Tactician (case study)' was published in United Kingdom in June, 2024. It was created for the brands: Microsoft and Xbox, by ad agencies: McCann, McCann London, and McCann Worldgroup. This Digital, Experiential, and Integrated media campaign is related to the Electronic Devices, Electronics, Technology, and Gaming industries and contains 1 media asset. It was submitted 7 days ago by LLLLITL.


Brand: Xbox, Microsoft.
Creative Agency: McCann, London.
Chief Creative Officers: Javier Campopiano, Rob Doubal, Laurence Thomson.
Executive Creative Director: Regan Warner.
Creative Directors: Jacob Björdal, Jim Nilsson, Jamie Mietz, Sanjiv Mistry.
Creatives: Elliot Lee, Rory Peyton-Jones.
Design Director: Max Henderson.
Designers: Lexie Hoskins, Lisa Carrana.
Planning Director: JJ Bender.
Planner: Alex Passingham.

Production Companies: Craft, Clockwork, LOWKEY FILMS, Exell.
Directors: Josh Exell, Luke Exell.
Music and Sound Company: Wave Studios.


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