Cannes Lions

Book of Joseph

DDB PARIS, Paris / UBISOFT / 2018

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Overview

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Overview

Description

Hitchcock would say "The more successful the villain, the more successful the picture"

A good video game is like a good movie: it needs a good bad guy.

And a bad guy is someone with a history.

In Far Cry 5, the villain is called Joseph Seed.

He is the prophet of the Eden's gate church in Montana.

Joseph has a very precise mission in this life: save 3000 souls before the end of the world. Whether they want it or not.

He wanted to tell his story and his spiritual transformation. So, he wrote his own gospel. Or rather, we ghost-wrote it for him.

Execution

10000 copies of the book have been published and distributed before the launch of the game, during video game trade shows, to influencers in their original language (French, English, Spanish, Italian, German and Polish). Others will be won by participating in contests. A limited-edition version of the game including the book is in the works.

Outcome

The Far Cry 5 launch was the best launch in recent Ubisoft history, thanks to the integrated campaign that transformed a video game villain into a man of flesh and blood, a charismatic monster that as all cult leaders sometimes made you believe him, even if it's just for a second. All 10000 copies of the book were given away and are now prized collector's editions for the gamers that have them.

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