Cannes Lions

Scars

DDB PARIS, Paris / UBISOFT / 2017

Awards:

1 Shortlisted Cannes Lions
Case Film
Presentation Image
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Overview

Entries

Credits

Overview

Description

To showcase the “For Honor” universe and 3 factions, we created an immersive experience. Gamers were invited to retrace the past of a Knight, a Viking and a Samurai through the scars on their weapons. From first combat to the owner’s death, each scar showed a video created with in-game footage.

In the end, gamers personalized their weapon with over 190 combinations possible. And finally, a unique code for an exclusive pre-launch trial appeared on the blade of their weapon, driving engagement and beta-testing.

Execution

Scars offers an immersive interactive experience with ultra-realistic WebGL rendering. The user finds himself face to face with each exquisitely rendered warrior. As you scroll down, you discover the warrior’s life. Thanks to motion capture and spatialized sound design techniques, every sound faithfully highlights each movement and impact of the scene.

Outcome

In the first week alone, over 405 thousand people from 180 different countries tried the experience. 169 000 weapons with beta codes were created. The game’s beta launch subscriptions surpassed all targets and Scars was launched worldwide to a great acclaim, scoring 80/100 at websites like Gamespot and IGN.

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