Cannes Lions

Assassin’s Creed London Gangs


Presentation Image
Case Film






Since the new Assassin’s Creed Syndicate, is all about leading your gang to conquer London, we created a mobile game based on the same premise.

And since Morse Code was the main mode of communication during that time, we thought: What if we could use this Internet of the Victorian age to communicate with our fans covertly, in true Assassin’s Creed fashion?

So we created Assassin’s Creed London Gangs, an app-based mobile game where we hid bits of Morse Code in content deployed across the web - on major partner websites, popular blogs and across social media - and invited fans had to form a gang with their friends and work together to find the hidden Morse Code using daily clues, and then decode it using the app’s decoder. Each piece of Morse Code unlocked a district of Victorian London, the end goal being to control the city’s 35 Districts.


• Implementation

The Assassin’s Creed London Gangs app was available for free to all Canadian gamers.

• Timeline

The app was active for the 8 weeks preceding the launch of Assassin’s Creed Syndicate, from August 29 to October 21, 2015.

• Placement

The app was available for free via the App Store and Google Play.

• Scale

The app was available exclusively in Canada.


• Business impact – sales, donations, site traffic

35,000 people downloaded the app and were exposed to trailers

• Response rate

35,000 downloads over just 8 weeks

• Impressions

Over 6 million impressions in 8 weeks

• Change in behaviour

We got casual app gamers to engage with a console game franchise, creating a shift in behaviour.

• Consumer awareness

Tens of thousands of Canadians gamers learned about the new setting and the new gang warfare gameplay feature of Assassin’s Creed Syndicate through the app.

Similar Campaigns

12 items

Shortlisted Cannes Lions
Alexios, The Spartan Assistant


Alexios, The Spartan Assistant


(opens in a new tab)