Winners & Shortlists


Product/ServiceVIDEO GAME
Entrant Company SID LEE Paris, FRANCE
Advertising Agency SID LEE Paris, FRANCE
Production Company ICONOCLAST Paris, FRANCE
Name Company Position
Sylvain Thirache Sid Lee Paris Executive Creative Director
Johan Delpuech Sid Lee Paris Managing Partner
Stephane Soussan Sid Lee Paris Creative Director/Art Director
Celine/Clement Mornet Landa Sid Lee Paris Creative Director/Copywriters
Thomas Laget Sid Lee Paris Head Of Production
David Bismut Sid Lee Paris Digital Production
Romain Hetzel Sid Lee Paris Digital Producer
Bruno Lee Sid Lee Paris Account Director
Yael Guetta Sid Lee Paris Account Manager
Joseph Kosinski ICONOCLAST Director
Nicolas Lhermitte ICONOCLAST Executive Producer
Matthieu Lauxerois ICONOCLAST Vfx Producer
Tim Miller BLUR/RESET Creative Director
Tiffany Webber/Dave Morrison/Al Shier BLUR/RESET Producers
Brandon Riza/Darren Butler BLUR/RESET Fx/Cg Supervisor
Warren Grubb/Derron Ross BLUR/RESET Animation Supervisor
ICONOCLAST DIGITAL Digital Production Company
KOUZ Production Sound Design Arrangement
SIZZER Sound Synchronisation
Guillaume Carmona/Gwenn Berhault/Clement Prevosto/Sebastien Ratto Ubisoft Emea Emea Brand Marketing

The Brief

Create a campaign for Assassin’s Creed Unity that sets « next generation » standards of gaming : - more social with high degree of peer-cooperation gameplay and customization features. - New graphics standards & CGI renders

Creative Execution

We wanted to showcase those features with a new kind of consumer experience. The starting point of the campaign was to create a digital platform where everybody could embody their own Assassin to appear in the communication of the brand as a real character in CGI. The users customized their heroes with more than 5 120 000 possibilities on the digital experience and 1400 of them have been integrated to the Assassin's Creed Unity TV ad realized by the film director, Joseph Kosinski, best known for his computer graphics and CGI work, but also for his major films such as Tron & Oblivion. The customized heroes have also been feature on the print campaign (OOH & press).

Describe the creative solution to the brief/objective.

Let’s truly empower the gamers & make them own the most iconic material of the brand : the hero.


The website reached more than 2 millions visitors in 2 months without any media buy, much beyond the hardcore fan audience from many European countries (France, UK, Italy, Spain, Germany, Russia). The engagement was huge as more than 200 923 avatars have been created and 563 210 users voted for their favorite Assassins within the first week. The experience generated discussions on social media platforms with 127 456 post shared on FB the first week of the launch. 54% of traffic come directly on the website, and the average time spent on the experience was around 5 minutes.