Title	ASSASSIN’S CREED: UNITY
Brand	UBISOFT
Product/Service	VIDEO GAME
Category	C01. USE OF DIGITAL IN A PR CAMPAIGN
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 Campaign

We decided to emphasize the hero of assassin’s creed : it’s more than just a character of an historical period, it’s an avatar for every gamer. A suit for those who really want to fight for a greater cause. We revealed to the world that assassins are hidden everywhere in the dark. 1- With 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. 2- With an OOH exposure for the most popular assassins of the digital platform in 4 european countries.

The Brief

Keep the AC brand in the top 3 on next generation of consoles (PS4/XBOX one).

Results

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, much higher than the standard of the category. The awareness has been accelerated during launch phase by having the fans ruling the streets of major European cities thanks to an outdoor campaign where each character was a real assassin from the digital activation.

Execution

1- 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. 2- OOH exposure for the most popular assassins of the digital platform in 4 european countries.

The Situation

«next generation» standards of gaming create new critical features to highlight for assassin’s creed : - more social with high degree of peer-cooperation gameplay and customization features. - New graphic standards & CGI renders.

The Strategy

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