Short List
Category B03. Social for Mobile
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


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? Ubisoft asked us to rejuvenate their target for the launch of Odyssey, the new game of their Assassin’s creed license 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

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.

Describe the strategy

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

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

The results are nothing more than the best social campaign ever made for Ubisoft with an all-time high engagement rate (+138%) from the gamers. MY LIFE AS AN NPC get an organic reach on Facebook (3,7M) and Instagram (2,5M). Launched in 20 countries, each one adapted our videos and kept posting 3 stories every day for a week. It’s a best case for the brand because we have generated a lot of conversations, positive for 80% which is quite unusual for a communication of video game and not bad for characters that usually nobody cares about.

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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