The One Show
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Category
Social Post / Campaign
Annual ID
OS_SM19009S
About the Work
Video games have the most complicated and fickle audience. They are smart and they hate any sort of marketing. When Ubisoft asked us to launch Assassin’s Creed Odyssey that takes place in Ancient Greece, we had to think fresh. To show the richness of the world and generate interest around this latest episode, we decided that instead of talking about the hero or the villain, we’ll give a voice to the NPC (non-playable characters), the extras in video games. MY LIFE AS AN NPC: a social campaign in which for one week, dozens of NPCs from Assassin’s Creed took over Ubisoft’s Instagram and Facebook to tell in funny, quirky and off-beat ways their life in the game. Launched in 20 countries, MY LIFE AS AN NPC became the best social campaign in Ubisoft history : organic reach on Facebook (3,7M) and Instagram (2,5M) and an all-time high engagement rate (+138%).
2019 Awards
Total Points: 15
Silver Pencil
Credits
Agency
DDB Paris / Paris
Production Company
Make me pulse / Paris
Music / Sound Production Company
Studio Press Play On Tape / Paris
The / Paris
Art Director
Julien Beuvry
Creative Director
Alexis Benbehe
Pierre Mathonat
Executive Creative Director
Alexander Kalchev
Sound Designer
Loic Bénart
Martin Sumeire
Writer
Sonia Dos Santos
Creative Team
Alban 404 -
Account Team
Marie-Elise Archambaud
Olivier Guillerot
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