2019 Brand Experience & Activation

MY LIFE AS A NPC

Short List
ClientUBISOFT
Category A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
TitleMY LIFE AS A NPC
Product/ServiceASSASSIN'S CREED
Entrant DDB PARIS, FRANCE
Idea Creation DDB PARIS, FRANCE
Production MAKEMEPULSE Paris, FRANCE
Production 2 PRESS PLAY ON TAPE Paris, FRANCE
Production 3 THE Paris, FRANCE
Credits
Name Company Position
Alexander Kalchev DDB Paris Executive Creative Director
Alexis Benbehe DDB Paris Creative Director
Pierre Mathonat DDB Paris Creative Director
Julien Beuvry DDB Paris Art Director
Sonia Dos Santos DDB Paris Copywriter
Marie-Elise Archambaud DDB Paris Agency Supervisor
Olivier GUILLEROT DDB Paris Agency Supervisor
Guillaume CARMONA Ubisoft Marketing Director
Clément PREVOSTO Ubisoft Director Media & CRM
Valentin Meyer Ubisoft EMEA Brand Manager
Nicolas Rajabaly makemepulse Producer
Frédéric Boyer makemepulse Producer
Antoine Ughetto makemepulse Producer
Julien Rault makemepulse Producer
Francois Cavalin makemepulse Producer
Loic Bénart Studio Press Play On Tape Sound Producer
Martin Sumeire THE Sound Producer

Why is this work relevant for Brand Experience & Activation?

For the first time, we promote a video game without talking about the hero. Instead, we focused on the virtual people of the game, the Non-Playable Characters, that no one really cares about and listen to. With MY LIFE AS A NPC, we change the tone of gaming communication and communicate the way people do on social networks but from the point of view of virtual people living in the game, which is just like breaking the fourth wall of gaming.

background

When you have to communicate on an adventure game like Assassin’s Creed Odyssey, you often emphasize on the hero, the villain or the amazing landscape you will explore. But when you have done that for more than 15 years on your most important licenses, how do you keep gamers excited? Video games have the most complicated and fickle audience. They are smart and they hate any sort of marketing. Ubisoft asked us to rejuvenate their target for the launch of Odyssey and keep the audience attracted by their license in a very competitive market were gamers don’t buy more than 2 games per year.

Describe the creative idea (20% of vote)

MY LIFE AS AN NPC is a social campaign in which dozens of Non Playable Characters from Assassin’s Creed took over Ubisoft’s Instagram and Facebook to tell us what their life in the game looks like in a funny, quirky and offbeat way. Through their stories, gamers can realize what a shepherd feel when a player mows down his herd of goats, learn more about a spartan who can’t never take his helmet off, or listen to an angry potter who can’t bear the hero’s behaviour anymore. The virtual people of the game, these extras characters that no one cares about, had their say for the first time.

Describe the strategy (20% of vote)

We targeted a large scale of gamers, the one who knows the license since ages and a new generation of players, and we concentrated our communication where the gamers talk, and fight about which games is the best: The social network. By bringing these Non-Playable Characters to life, we were able to show the diversity and depth of Assassin’s Creed Odyssey environment and virtual world, and we communicate the way people do on social networks but from the point of view of virtual people living in the game, which is just like breaking the fourth wall of gaming.

Describe the execution (30% of vote)

Through a virtual casting all over the Ancient Greece, we select a courtesan, a spartan, a potter, a shepherd, and dozens of NPCs from Assassin’s Creed Odyssey. Then, we have brought them to life thanks to a new mocap animation technology. We shape their personalities, their attitudes and their expressions to make these characters larger than life. For one week, they took over Ubisoft’s Facebook and Instagram accounts to create a “laughing out loud snackable campaign”. MY LIFE AS A NPC was launched in October 17th 2018. 10 days after the Assassin’s Creed release, in order to push the sales during a period where there was a big word of mouth around this video game.

List the results (30% of vote)

MY LIFE AS AN NPC is a social campaign in which dozens of Non Playable Characters from Assassin’s Creed took over Ubisoft’s Instagram and Facebook to tell us what their life in the game looks like in a funny, quirky and offbeat way. Through their stories, gamers can realize what a shepherd feel when a player mows down his herd of goats, learn more about a spartan who can’t never take his helmet off, or care about a pissed-off potter who can’t bear the hero’s behaviour anymore. For once, we focused on the extras of the game, the virtual people that no one really cares about had their say for the first time.