Winners & Shortlists


Product/ServiceVIDEO GAME
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
Thomas Laget Sid Lee Paris Head Of Production
David Bismut SID LEE Paris Digital Production Director
Pierre Boudin Sid Lee Paris Account Manager

Creative Execution

We were briefed with no media budget in mind, so we decided that we should turn our communication assets into medias of their own: leveraging the tools provided by Google Hangouts, we were able to recruit the fans onto a Joker dedicated page, then expose them to the video interviews, that were broadcasted live and then saved on a YouTube channel. Without spending a cent, we managed to recreate a media ecosystem dedicated to the campaign.

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

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. 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 assassin who would have the privilege to kill the Bat. 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.