Category B01. Website
Product/ServiceFOR HONOR
Idea Creation 2 UBISOFT Paris, FRANCE
Production MAKE ME PULSE Paris, FRANCE
Name Company Position
Alexander Kalchev DDB Paris Executive Creative Director
Rémi Dias das Almas DDB Paris Copywriter
Mickaël Jacquemin DDB Paris Art Director
Marie-Elise Archambaud DDB Paris Account Manager
Loup-Eder Noël DDB Paris Account Supervisor
Laetitia de Camas DDB Paris Account Supervisor
Alban 404 - Game Advisor
Geoffroy Sardin Ubisoft Vice-President
Guillaume Carmona Ubisoft Marketing Director
Camille Aneas Ubisoft Marketing Director EMEA HQ
Pierre Thomas Ubisoft EMEA Online Brand Manager
Nicolas Rajabaly Make me pulse Producer
Julien Rault Make me pulse Producer
Grégory Bruneau Make me pulse Producer

The Campaign

To showcase the “For Honor” universe and 3 factions, we created an immersive experience. Gamers were invited to retrace the past of a Knight, a Viking and a Samurai through the scars on their weapons. From first combat to the owner’s death, each scar showed a video created with in-game footage. In the end, gamers personalized their weapon with over 190 combinations possible. And finally, a unique code for an exclusive pre-launch trial appeared on the blade of their weapon, driving engagement and beta-testing.

Creative Execution

Scars offers an immersive interactive experience with ultra-realistic WebGL rendering. The user finds himself face to face with each exquisitely rendered warrior. As you scroll down, you discover the warrior’s life. Thanks to motion capture and spatialized sound design techniques, every sound faithfully highlights each movement and impact of the scene.

In the first week alone, over 405 thousand people from 180 different countries tried the experience. 169 000 weapons with beta codes were created. The game’s beta launch subscriptions surpassed all targets and Scars was launched worldwide to a great acclaim, scoring 80/100 at websites like Gamespot and IGN.

Our target audience were hardcore gamers, who are not easy to please. Our strategy was to offer them content that showcases the gameplay without any exaggeration or polish, but place it into a never seen before context that excites them about the three different factions.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

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