Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

Editors' Choice

Lionel Messi Cries Bitter-sweet Chocolate Tears in W+K Amsterdam's FIFA Film

Wieden+Kennedy Amsterdam, 2 years, 5 months ago

Editors' Choice: Imperial Woodpecker's Mark Zibert directs a bizarre & brilliant new spot for EA Sports

Lionel Messi Cries Bitter-sweet Chocolate Tears in W+K Amsterdam's FIFA Film

Lionel Messi’s tears are distilled and turned into chocolate bars of Sweet Victory and Bitter Defeat in a new film for EA SPORTS FIFA 15. 

For players and spectators alike, football can trigger all extremes of emotions. Especially towards the end of the season when the stakes are high and emotions drive teams forward to a victorious end or their ultimate demise. 

Marking the end of the season and celebrating FIFA 15, a new online film captures the emotions of football so players can not only feel the game, but also (virtually) taste it. Created by Wieden+Kennedy Amsterdam, the 90-second film sees Lionel Messi’s tears of joy and tears of despair collected and transformed into ‘The Bitter-Sweet Taste of Football’ – a dual chocolate bar with one side of Sweet Victory and one of Bitter Defeat. 

Wieden+Kennedy Amsterdam Creative Director, David Smith, says: “Football is bitter-sweet. One moment you are crying the sweet tears of victory, and the next, you are crying the bitter tears of defeat. So what better way to show the emotion of football than to make a chocolate bar from the tears of Lionel Messi? A man who feels football more than any other man in the world."

Together with a team of engineers and industrial designers, Wieden+Kennedy Amsterdam created the machine through which the bitterest of dark chocolate, and the sweetest of white chocolate flowed. An actual, moving, spinning, 10-meter long installation complete with conveyor belt. Because when feeling the game is not enough, maybe you need to try your other senses and actually taste the game.

So as the football season draws to a close, will you taste sweet victory or bitter defeat?


Art Director: Max Gebhardt

Creative Agency

Account Director: Nick Campion

Account Manager: Kerstin Haag

Business Affairs: Justine Young, Melissa Kincaid, Kacey Kelley

Copywriter: Max Arlestig

Creative Agency: W+K Amsterdam

Creative Director: David Smith and Alvaro Sotomayor

Executive Creative Director: Mark Bernath and Eric Quennoy

Group Account Director: Kirk Johnsen

Head of TV / Production: Joe Togneri

Planner: Ben Armistead

Producer: (Associate) Beau Brouwer, Judd Carraway

Project Manager: Janna Harrington

TV Producer: Elissa Singstock

Music and Sound

Audio Post Production: GCRS

Music Production: MassiveMusic Amsterdam

Sound Design: Tom Pugh & Raja Sehgal

Sound Mix: (Final) Raja Sehgal


Edit Assistant: Iain Whiteright

Edit Company: Whitehouse Post

Editor: Russell Icke

Post Production / VFX

3D Supervisor: Michael Diprose

Colourist: George K

Post Production House: MPC

Producer: Amy Richardson

VFX Supervisor: Iain Murray

Production Company

Director: Mark Zibert

DOP: Greig Fraser

Executive Producer: Doug Halbert

Producer: Matt Wersinger

Production Company: Imperial Woodpecker

Category: Gaming , Sports and leisure