Assassin's Creed Unity
Award: Wood Pencil
Wood Pencil / Direct / Direct Response/Digital / 2015
Assassin's Creed Unity, released in 2014, was conceived to feature cooperative multiplayer gameplay. Fittingly, the trailer doesn't stage just one hero. It stages thousands of them. Across two months, over two millions fans visited the Unity website and created over 200,000 custom assassins, picking from over five million possible options. The 1,430 most popular avatars were animated one by one and integrated into the trailer. An interactive version of the film enabled online users to halt the action and find their avatar in the thick of it. A few lucky fans even got to see their avatars posted in the streets of their cities and on limited edition box art.
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