Title	ASSASSIN’S CREED: UNITY
Brand	UBISOFT
Product/Service	VIDEO GAME
Category	C01. INTEGRATED CAMPAIGN LED BY PROMO & ACTIVATION
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 Director
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. A product that should be appealing for a more mainstream audience. We decided to emphasize the hero : 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. Let’s show the world that assassins are hidden everywhere in the dark.

Describe how the promotion developed from concept to implementation

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. 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, known for his computer graphics and CGI work, but also for his major films such as Tron & Oblivion. Customized heroes have also been feature on the print campaign (OOH & press).

Describe the success of the promotion with both client and consumer including some quantifiable 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 more than 200 923 avatars have been created and 563 210 users voted for their favorite Assassins within the first week. 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, the time spent on the experience was around 5 minutes, higher than the standard of the category.

Explain why the method of promotion was most relevant to the product or service

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.