Title	MY LIFE AS A NPC
Brand	UBISOFT
Product/Service	ASSASSIN'S CREED
Category	A03. Video / Moving Image
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

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

Describe the creative idea

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. 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.

Describe the execution

Through a virtual casting all over the Ancient Greece, we select dozens of NPCs from Assassin’s Creed Odyssey. A courtesan, a spartan, a potter, a shepherd, and dozens of NPCs have been bringing 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. Then we give them a voice on social media. For one week, they took over Ubisoft’s Facebook and Instagram accounts to tell their lives throughout stories. For the first time, we focused on the NPCs, the virtual people no one really cares about. With these guys, we were able to show the diversity and depth of Assassin’s Creed Odyssey environment and virtual world. MY LIFE AS A NPC become an international snackable campaign, launched in 20 countries. Each country adapted our videos and kept posting 3 stories every day for a week.