A WORLD WITH NO HEROES

Bronze Eurobest
ClientUBISOFT
Category C02. Brand Experience: Digital & Social
TitleA WORLD WITH NO HEROES
Product/ServiceGHOST RECON WILDLANDS
Entrant DDB PARIS, FRANCE
Idea Creation DDB PARIS, FRANCE
Idea Creation 2 UBISOFT Paris, FRANCE
Production MAKE ME PULSE Paris, FRANCE
Credits
Name Company Position
Alexander Kalchev DDB Paris Executive Creative Director
Alexis Benbehe DDB Paris Creative
Pierre Mathonat DDB Paris Creative
Vincent Léorat DDB Paris Vice-President
Marie-Elise Archambaud DDB Paris Account Manager
Kim Jacovidis DDB Paris Account Supervisor
Guillaume Carmona Ubisoft Marketing Director
Clément Prevosto Ubisoft EMEA Marketing Group Manager
Benjamin Rigot Ubisoft EMEA Trade Marketing Manager
Alban 404 - Game Advisor
Nicolas Rajabaly Make me pulse Producer
Julien Rault Make me pulse Producer
Mathias Roumy Make me pulse Producer

The Campaign

What if a video game world was alive and breathing, before the players have even arrived? This was the starting point for our concept. We wanted to bring to life the game world before the game launches and provoke the players to want to come and bring justice to a world ruled by a merciless Cartel. To showcase this massive open-world, we made an immersive website featuring the entire 3D map of the game. On this map, gamers explored different environments, day by night, thanks to 50 surveillance cameras streaming more than 8 hours of exclusive videos captured in-game. A second map revealed data about cocaine traffic, money earned by the Cartel and the cost of human life. To immerse gamers further, we created several missions for gamers who could gather intel on the game factions before the launch.

Creative Execution

To document this world, we approached it in a completely new way: like journalists. If the world was to feel real, we had to document it in the most neutral way, just like documentary film makers. The result is something entirely new: a documentary on a virtual world, produced only by capturing in-game footage. During the game’s development, we spent 3 months exploring every area of the map and looking for the most iconic landscapes, explored the lives and rituals of the everyday people and of course witnessed the rampage of a criminal cartel left unchecked. We then placed all the footage in 50 different cameras on an exact recreation of the actual game map, rendered in WebGL. To bring the map to life, we added subtle design touches such as animals, traffic, trains and planes, which added a layer of depth to the world.

The website went live a month before the game was launched and created incredible engagement with the audience. The average time spent on the website was 8 minutes, but what was even more impressive was that 30% of the visitors spent over 25 minutes on the website. All this lead to a spectacular result: on the 23rd of February, more than 6.8 million players entered this world with no heroes to fight the cartel, making the Ghost Recon Wildlands Beta the most successful Ubisoft Beta to date.

A World with No Heroes is a new type of branded entertainment: a documentary on a virtual world. All the content that we created was done entirely with the in-game engine. Instead of making a trailer to showcase the incredibly vast map which you could explore, we created a multi-faceted experience that let you find out for yourself what the world of the game looks like.

We knew gamers were itching to see the beautiful world in which the game takes places. But a simple trailer would not do the trick, neither would a classical advertising campaign. Gamers wanted to see the real thing, not an artifice. We decided to capture everything in the game engine, recreate the original map in WebGL on a website and let gamers explore this living world for themselves, before they can even start playing. You could spend hours exploring the different cameras and the consequences that the actions of the cartel had.