| Title | RUTHLESS |
| Brand | UBISOFT |
| Product/Service | GHOST RECON WILDLANDS |
| Category |
A03. Online: Fiction & Non-Fiction |
|
Entrant
|
DDB PARIS, FRANCE
|
|
Idea Creation
|
DDB PARIS, FRANCE
|
|
Idea Creation 2
|
UBISOFT Paris, FRANCE
|
|
Production
|
LA PAC Paris, FRANCE
|
|
Production 2
|
MIKROS IMAGE Paris, FRANCE
|
|
Production 3
|
SCHMOOZE Paris, FRANCE
|
Credits
| Alexander Kalchev |
DDB Paris |
Executive Creative Director |
| Alexis Benbehe |
DDB Paris |
Creative |
| Pierre Mathonat |
DDB Paris |
Creative |
| Sophie Megrous |
DDB Paris |
Head of TV |
| Marie-Elise Archambaud |
DDB Paris |
Account Manager |
| Olivier Guillerot |
DDB Paris |
Account Executive |
| Sebastien Genty |
DDB Paris |
Planning Director |
| Dominique Castellano |
DDB Paris |
Planner |
| Geoffroy Sardin |
Ubisoft |
Vice-President |
| Jérôme Deplatiere |
DDB Paris |
TV Post Production |
| Guillaume Carmona |
Ubisoft |
Marketing Director |
| Clément Prevosto |
Ubisoft |
EMEA Marketing Group Manager |
| Pierre Miazga |
Ubisoft |
EMEA Senior Brand Manager |
| Pierre Miazga |
Ubisoft |
EMEA Senior Brand Manager |
| Alban 404 |
- |
Game Advisor |
| Jerome Denis |
La Pac |
Producer |
| Fabrice Damolini |
Mikros |
Post Production |
The Campaign
Instead of making an action movie trailer, we wanted to show how high the stakes are.
In our film, we witness the devastated world of Bolivia, under the control of the cartel before the Ghosts arrive. In every shot, in every scene, you felt how desperate the normal people are. In this world enter the Ghosts. They had to feel real, so instead of cookie cutter heroes, they are shown to be as merciless as their enemies, here to deal justice without pity and with maximum efficiency.
Creative Execution
To truly stand out from the other shooter game franchises, we brought back from retirement (after 14 years!), John McTiernan, the director known for creating some of the most iconic action movies such as Predator, Die Hard or The Hunt for The Red October.
His approach, showing us the faces of the victims, results in a game commercial like no other, full of equal parts humanity and brutality. Their suffering feels so real that you feel their pain and connect with them. Their faces stay with you.
TV : BE, IT, SP, UK, GER, SWI, AUS, NET
CINEMA : AUS, UK, SWI, TUR, IR, EST, LAT, NET
Digital (Worldwide) – Youtube / Facebook
“Ruthless” was seen more than 10 million times. Ultimately, over 6.8 million people played the Ghost Recon Open Beta, which was the most successful Beta in the history of Ubisoft.
“Ruthless” is written to feel less like an ad and more like an excerpt from a feature length film. At over 2 minutes, it takes the time necessary to make you truly feel the Bolivia in the grip of the brutal cartel and to witness all the pain and the suffering in this lawless state.
We needed to position Ghost Recon as a different kind of action game. One with a richer story, in which a whole world comes to life. To achieve our objective and give the world a truly real feeling, we decided to focus on the ones who would suffer more under a cartel : the innocents, the bystanders, the helpless. Our strategy was not to just make gamers want to play Ghost Recon, but rather want to be The Ghosts themselves, whose cause is justified, no matter the means.