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A World with no Heroes

basics
Industry: Culture, Recreation & Sport
Media:Cyber
Market:France
Style: Minimalism
descriptioncnen
Synopsis
After more than 5 years of absence, Ubisoft were relaunching the “Tom Clancy’s Ghost Recon” franchise, a military tactical shooter. In “Wildlands”, the new installment in the franchise, you control 4 elite soldiers called Ghosts. The objective: take down a Bolivian cartel. Ghost Recon Wildlands has the largest gaming open world map ever created, equal to over 400km2. To create excitement and immerse gamers in the world, we decided to show what the world of Bolivia looks like before the Ghosts arrive.

Strategy
We knew gamers were itching to see the beautiful world in which the game takes places. But a simple trailer would not do the trick, neither would a classical advertising campaign. Gamers wanted to see the real thing, not an artifice. We decided to capture everything in the game engine, recreate the original map in WebGL on a website and let gamers explore this living world for themselves, before they can even start playing. You could spend hours exploring the different cameras and the consequences that the actions of the cartel had.

Outcome
The website went live a month before the game was launched and created incredible engagement with the audience. The average time spent on the website was 8 minutes, but what was even more impressive was that 30% of the visitors spent over 25 minutes on the website. All this lead to a spectacular result: on the 23rd of February, more than 6.8 million players entered this world with no heroes to fight the cartel, making the Ghost Recon Wildlands Beta the most successful Ubisoft Beta to date.

Execution
To document this world, we approached it in a completely new way: like journalists. If the world was to feel real, we had to document it in the most neutral way, just like documentary film makers. The result is something entirely new: a documentary on a virtual world, produced only by capturing in-game footage. During the game’s development, we spent 3 months exploring every area of the map and looking for the most iconic landscapes, explored the lives and rituals of the everyday people and of course witnessed the rampage of a criminal cartel left unchecked.We then placed all the footage in 50 different cameras on an exact recreation of the actual game map, rendered in WebGL. To bring the map to life, we added subtle design touches such as animals, traffic, trains and planes, which added a layer of depth to the world.

CampaignDescription
What if a video game world was alive and breathing, before the players have even arrived? This was the starting point for our concept. We wanted to bring to life the game world before the game launches and provoke the players to want to come and bring justice to a world ruled by a merciless Cartel. To showcase this massive open-world, we made an immersive website featuring the entire 3D map of the game. On this map, gamers explored different environments, day by night, thanks to 50 surveillance cameras streaming more than 8 hours of exclusive videos captured in-game. A second map revealed data about cocaine traffic, money earned by the Cartel and the cost of human life. To immerse gamers further, we created several missions for gamers who could gather intel on the game factions before the launch.

Outcome

The website went live a month before the game was launched and created incredible engagement with the audience. The average time spent on the website was 8 minutes, but what was even more impressive was that 30% of the visitors spent over 25 minutes on the website. All this lead to a spectacular result: on the 23rd of February, more than 6.8 million players entered this world with no heroes to fight the cartel, making the Ghost Recon Wildlands Beta the most successful Ubisoft Beta to date.
Execution

To document this world, we approached it in a completely new way: like journalists. If the world was to feel real, we had to document it in the most neutral way, just like documentary film makers. The result is something entirely new: a documentary on a virtual world, produced only by capturing in-game footage. During the game’s development, we spent 3 months exploring every area of the map and looking for the most iconic landscapes, explored the lives and rituals of the everyday people and of course witnessed the rampage of a criminal cartel left unchecked.We then placed all the footage in 50 different cameras on an exact recreation of the actual game map, rendered in WebGL. To bring the map to life, we added subtle design touches such as animals, traffic, trains and planes, which added a layer of depth to the world.
Synopsis

After more than 5 years of absence, Ubisoft were relaunching the “Tom Clancy’s Ghost Recon” franchise, a military tactical shooter. In “Wildlands”, the new installment in the franchise, you control 4 elite soldiers called Ghosts. The objective: take down a Bolivian cartel. Ghost Recon Wildlands has the largest gaming open world map ever created, equal to over 400km2. To create excitement and immerse gamers in the world, we decided to show what the world of Bolivia looks like before the Ghosts arrive.
CampaignDescription

What if a video game world was alive and breathing, before the players have even arrived? This was the starting point for our concept. We wanted to bring to life the game world before the game launches and provoke the players to want to come and bring justice to a world ruled by a merciless Cartel. To showcase this massive open-world, we made an immersive website featuring the entire 3D map of the game. On this map, gamers explored different environments, day by night, thanks to 50 surveillance cameras streaming more than 8 hours of exclusive videos captured in-game. A second map revealed data about cocaine traffic, money earned by the Cartel and the cost of human life. To immerse gamers further, we created several missions for gamers who could gather intel on the game factions before the launch.
Strategy

We knew gamers were itching to see the beautiful world in which the game takes places. But a simple trailer would not do the trick, neither would a classical advertising campaign. Gamers wanted to see the real thing, not an artifice. We decided to capture everything in the game engine, recreate the original map in WebGL on a website and let gamers explore this living world for themselves, before they can even start playing. You could spend hours exploring the different cameras and the consequences that the actions of the cartel had.
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Producer:
Other credit:Brand Management: Guillaume Carmona, Lionel Hiller, Pierre, Miazga, Alexandre Guenounou. Guillaume Apesteguy
creative technologists; Alexis Galbourdin
Agency Management: Jean-Charles Caboche, Tiphaine du Plessis, Eugénie Valletoux, Maxime Huyghe, Michael Korsec, Damien Clanet.
Lead developer: Nicolas Barradeau
creative technologists: Frédéric Petitpont
creative technologists: Thibault Dargeou
awards
The One Show 2018
Bronze Pencil Direct Marketing
Digital / Websites & Mobile
The One Show 2018
Bronze Pencil Mobile
Websites
The One Show 2018
Bronze Pencil UI / UX
Web / User Experience
The One Show 2018
Merit Design
Digital Design
The One Show 2018
Merit Film
Innovation in Film / Online
The One Show 2018
Merit Interactive
Websites
The One Show 2018
Merit UI / UX
Craft / Interface Design
Cannes Lions International Festival of Creativity 2017
Gold Cyber
Microsite
Cannes Lions International Festival of Creativity 2017
Silver Cyber
Media & Publications
Cannes Lions International Festival of Creativity 2017
Silver Cyber
Web
Cannes Lions International Festival of Creativity 2017
Bronze Direct
Media & Publications
Cannes Lions International Festival of Creativity 2017
Bronze Entertainment
Brand Experience: Digital
Cannes Lions International Festival of Creativity 2017
Bronze Media
Use of Branded Content created for Digital or Social Media
Cannes Lions International Festival of Creativity 2017
Shortlist Direct
Art Direction / Design
Cannes Lions International Festival of Creativity 2017
Shortlist Entertainment
Digital & Mobile Games
Cannes Lions International Festival of Creativity 2017
Shortlist Film
Use of Online Film
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