Title	RUTHLESS
Brand	UBISOFT
Product/Service	GHOST RECON WILDLANDS
Category	E03. 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

Name	Company	Position
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

Brief Explanation

After more than 5 years of absence, Ubisoft relaunched the “Tom Clancy’s Ghost Recon” franchise, a military tactical shooter. In “Wildlands”, you control 4 elite soldiers called Ghosts. Their objective: take down a Bolivian cartel. The launch trailer had to create excitement about the game world and the dangers gamers would be facing. Considering the ruthless competition (Call of Duty, Battlefield), we needed to position the game differently. To show the world in the grip of a brutal Cartel, 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. His raw approach, showing us the faces of the victims results, in a game commercial like no other, full of humanity and brutality. Their suffering feels so real that you connect with them and feel their pain. Their faces stay with you.