Title	THE JOKER'S JOB INTERVIEW
Brand	WARNER BROS INTERACTIVE
Product/Service	VIDEO GAME
Category	A05. USE OF DIGITAL IN A DIRECT MARKETING CAMPAIGN
Entrant Company	SID LEE Paris, FRANCE
Advertising Agency	SID LEE Paris, FRANCE
Production Company	WANDA PRODUCTIONS Saint-Denis La Plaine Cedex, FRANCE
Production Company 2	GROUEK Paris, FRANCE

Name	Company	Position
Sylvain Thirache	Sid Lee Paris	Executive Creative Director
Johan Delpuech	SID LEE Paris	Managing Partner
Jules Jolly	SID LEE Paris	Art Director/Copywriter
Yvan Archimbaud	Sid Lee Paris	Art Director/Copywriter
David Bismut	Sid Lee Paris	Digital Production Director
Thomas Laget	SID LEE Paris	Head Of Production
Pierre Boudin	Sid Lee Paris	Account Manager

The Brief

We had to celebrate the French release of the video game Batman Arkham Origins. The game tells the story of the young Batman who just arrived in Gotham. The city is run by Black Mask and the Joker, who put a price on Batman's head and hire multiple assassins to get rid of him. Everybody can go on the website and pass the test it was only for the fan of the game but everyone who want to try a new fun experience via Google Hangout.

Creative Execution

We were strongly inspired by the game storyline, and decided to let the fans try their luck and pass interviews with the Joker to become the his selected assassin. At the end, the selected candidate would sign a 2000 euros a month contract to play the game and track Batman down in the multiplayer mode.

Describe the creative solution to the brief/objective.

We really wanted the fans to meet the in-game character of the Joker, so make-up and costumes weren't an option. We also wanted the Joker to react as a real person, so scripting was also out of the equation. We went for a sensor less motion system capture (Faceshift), which we connected to a Unity module that rendered the Joker 3D model from the game in real-time. Unity's video output was streamed live through Google Hangouts, giving the feeling to the candidates that there were talking to the real in-game Joker.

Results

For 8 hours a day, during a week, interviews took place on Google Hangouts and streamed live on a YouTube player integrated within the campaign site. Each interview was published as a separate video. At the end of the week, we had about 250 live interviews, 16 hours of footage, over 500.000 views and an impressive 10% share rate.