Tom Clancy’s Ghost Recon Digital A World With No Heroes [image] by DDB Paris

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A World With No Heroes [image]

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Industry Video Games/Consoles
Media Digital, Interactive & Mobile
Market France
Agency DDB Paris
Executive Creative Director Alexander Kalchev
Creative Alexis Benbehe, Pierre Mathonat
Production Make me pulse
Released February 2017

Awards

Cannes Lions 2017
Cyber Web Platforms: Microsite Gold Lion
Cyber Branded Games: Web Silver Lion
Cyber Web Campaign: Media & Publications Silver Lion
Media Branded Content & Entertainment: Use of Branded Content created for Digital or Social Media Bronze Lion
Direct Sectors: Media & Publications Bronze Lion

Credits & Description

Title: A World With No Heroes
Agency: Ddb Paris
Brand: Ubisoft
Country: France
Entrant Company: Ddb Paris
Advertising Agency: Ddb Paris
Production Company: Make Me Pulse, Paris
Executive Creative Director: Alexander Kalchev (Ddb Paris)
Creative: Alexis Benbehe (Ddb Paris)
Creative: Pierre Mathonat (Ddb Paris)
Vice President: Vincent Léorat (Ddb Paris)
Account Manager: Marie-Elise Archambaud (Ddb Paris)
Account Supervisor: Kim Jacovidis (Ddb Paris)
Advertiser Supervisor: Guillaume Carmona (Ubisoft)
Advertiser Supervisor: Clément Prevosto (Ubisoft)
Advertiser Supervisor: Benjamin Rigot (Ubisoft)
Resident Gamer: Alban 404 (-)
Producer: Nicolas Rajabaly (Make Me Pulse)
Producer: Julien Rault (Make Me Pulse)
Producer: Mathias Roumy (Make Me Pulse)
Campaign Description:
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.
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.
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.
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.