Cannes Lions
DDB PARIS, Paris / UBISOFT / 2017
Overview
Entries
Credits
Description
Instead of making an action movie trailer, we wanted to show how high the stakes are.
In our film, we witness the devastated world of Bolivia, under the control of the cartel before the Ghosts arrive. In every shot, in every scene, you felt how desperate the normal people are. In this world enter the Ghosts. They had to feel real, so instead of cookie cutter heroes, they are shown to be as merciless as their enemies, here to deal justice without pity and with maximum efficiency.
Execution
To truly stand out from the other shooter game franchises, we brought back from retirement (after 14 years!), John McTiernan, the director known for creating some of the most iconic action movies such as Predator, Die Hard or The Hunt for The Red October.
His approach, showing us the faces of the victims, results in a game commercial like no other, full of equal parts humanity and brutality. Their suffering feels so real that you feel their pain and connect with them. Their faces stay with you.
TV : BE, IT, SP, UK, GER, SWI, AUS, NET
CINEMA : AUS, UK, SWI, TUR, IR, EST, LAT, NET
Digital (Worldwide) – Youtube / Facebook
Outcome
“Ruthless” was seen more than 10 million times. Ultimately, over 6.8 million people played the Ghost Recon Open Beta, which was the most successful Beta in the history of Ubisoft.
Similar Campaigns
12 items