Cannes Lions

Ruthless

LA PAC, Paris / UBISOFT / 2017

Film
1 of 0 items

Overview

Entries

Credits

Overview

Description

After more than 5 years of absence, Ubisoft relaunched the “Tom Clancy’s Ghost Recon” franchise, a military tactical shooter.

In “Wildlands”, you control 4 elite soldiers called Ghosts. Their objective: take down a Bolivian cartel.

The launch trailer had to create excitement about the game world and the dangers gamers would be facing. Considering the ruthless competition (Call of Duty, Battlefield), we needed to position the game differently.

To show the world in the grip of a brutal Cartel, we brought a director back from retirement (after 14 years!), known for creating some of the most iconic action movies.

His raw approach, showing us the faces of the victims results in a game commercial like no other, full of humanity and brutality. Their suffering feels so real that you connect with them and feel their pain. Their faces stay with you.

Similar Campaigns

12 items

Shortlisted Cannes Lions
I am

DDB PARIS, Paris

I am

2018, UBISOFT

(opens in a new tab)