branded entertainment is mainly a routine : making of video, behind the scenes, interviews. We had to find another angle to feed the gamers interest with a new type of experiential assets, more connected to their gaming experience.

1- A digital platform where everybody could embody their own Assassin to appear in the communication of the brand as a real character in CGI.

The users customized their heroes with more than 5 120 000 possibilities on the digital experience and 1400 of them have been integrated to the Assassin's Creed Unity TV ad realized by the film director, Joseph Kosinski, best known for his computer graphics and CGI work, but also for his major films such as Tron & Oblivion.

2- OOH exposure for the most popular assassins of the digital platform in 4 european countries.

Without any media buy, the website reached more than 2 million visitors in 2 months, who spent an average of 5 minutes on the experience - well beyond the hardcore fan audiences across numerous European countries.

The engagement was widespread, with 200 923 avatars created and 563 210 avatar votes within the first week. Over the same period, the experience generated 127 456 shares on FB.

Finally, awareness was accelerated during the launch phase, thanks to an outdoor campaign in Major European cities, in which each character ruling the street was a real assassin from the digital activation."