A World with no Heroes|海报/平面|广告营销案例【ADGuider广告指南】

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一个没有英雄的世界

案例简介：概要在缺席 5 年多之后，育碧重新推出了 “汤姆 · 克兰西的幽灵侦察” 系列，这是一款军事战术射击游戏。在《荒野》中，你控制了 4 名被称为幽灵的精英士兵。目标: 摧毁一个玻利维亚卡特尔。Ghost Recon Wildlands 拥有有史以来最大的游戏开放世界地图，相当于超过 400km2。为了创造刺激，让玩家沉浸在这个世界中，我们决定在鬼魂到来之前展示玻利维亚的世界是什么样子。战略我们知道游戏玩家渴望看到游戏所在的美丽世界。但是一个简单的预告片不会起作用，经典的广告活动也不会起作用。游戏玩家想看到真实的东西，而不是技巧。我们决定在游戏引擎中捕捉一切，在网站上的 WebGL 中重新创建原始地图，让玩家在开始玩之前自己探索这个生活世界。你可以花几个小时探索不同的摄像机以及卡特尔行动的后果。结果该网站在游戏推出前一个月上线，并与观众产生了令人难以置信的互动。在网站上花费的平均时间是 8 分钟，但更令人印象深刻的是，30% 的访问者在网站上花费的时间超过 25 分钟。所有这些都导致了一个惊人的结果: 在 2月23日，超过 680万名玩家进入这个世界，没有英雄来对抗卡特尔, 让幽灵侦察荒野测试版成为迄今为止最成功的育碧测试版。执行为了记录这个世界，我们以一种全新的方式对待它: 像记者一样。如果世界要感觉真实，我们必须以最中立的方式记录它，就像纪录片制作人一样。结果是全新的: 一部关于虚拟世界的纪录片，只通过捕捉游戏中的镜头制作。在游戏开发过程中，我们花了 3 个月的时间探索地图的每个区域，寻找最具标志性的景观,探索了普通人的生活和仪式，当然也目睹了一个不受控制的犯罪卡特尔的暴行。然后，我们将所有的镜头放在 50 个不同的摄像机中，精确再现真实的游戏地图，在 WebGL 中渲染。为了让地图栩栩如生，我们增加了微妙的设计，如动物、交通、火车和飞机，这给世界增添了一层深度。活动描述如果在玩家到来之前，一个电子游戏世界还活着，还在呼吸呢？这是我们概念的起点。我们想在游戏开始前让游戏世界变得栩栩如生，并激起玩家想要来到这个由无情的卡特尔统治的世界，并为之伸张正义。为了展示这个巨大的开放世界，我们制作了一个身临其境的网站，展示了游戏的整个 3D 地图。在这张地图上，玩家日夜探索不同的环境，这要归功于 50 个监控摄像头在游戏中播放超过 8 小时的独家视频。第二张地图显示了关于可卡因贩运、卡特尔赚来的钱和人命成本的数据。为了进一步让玩家沉浸其中，我们为玩家创建了几个任务，他们可以在发布前收集游戏派系的信息。结果该网站在游戏推出前一个月上线，并与观众产生了令人难以置信的互动。在网站上花费的平均时间是 8 分钟，但更令人印象深刻的是，30% 的访问者在网站上花费的时间超过 25 分钟。所有这些都导致了一个惊人的结果: 在 2月23日，超过 680万名玩家进入这个世界，没有英雄来对抗卡特尔, 让幽灵侦察荒野测试版成为迄今为止最成功的育碧测试版。执行为了记录这个世界，我们以一种全新的方式对待它: 像记者一样。如果世界要感觉真实，我们必须以最中立的方式记录它，就像纪录片制作人一样。结果是全新的: 一部关于虚拟世界的纪录片，只通过捕捉游戏中的镜头制作。在游戏开发过程中，我们花了 3 个月的时间探索地图的每个区域，寻找最具标志性的景观,探索了普通人的生活和仪式，当然也目睹了一个不受控制的犯罪卡特尔的暴行。然后，我们将所有的镜头放在 50 个不同的摄像机中，精确再现真实的游戏地图，在 WebGL 中渲染。为了让地图栩栩如生，我们增加了微妙的设计，如动物、交通、火车和飞机，这给世界增添了一层深度。概要在缺席 5 年多之后，育碧重新推出了 “汤姆 · 克兰西的幽灵侦察” 系列，这是一款军事战术射击游戏。在《荒野》中，你控制了 4 名被称为幽灵的精英士兵。目标: 摧毁一个玻利维亚卡特尔。Ghost Recon Wildlands 拥有有史以来最大的游戏开放世界地图，相当于超过 400km2。要创建 exc我们决定在鬼魂到来之前展示玻利维亚的世界是什么样子。活动描述如果在玩家到来之前，一个电子游戏世界还活着，还在呼吸呢？这是我们概念的起点。我们想在游戏开始前让游戏世界变得栩栩如生，并激起玩家想要来到这个由无情的卡特尔统治的世界，并为之伸张正义。为了展示这个巨大的开放世界，我们制作了一个身临其境的网站，展示了游戏的整个 3D 地图。在这张地图上，玩家日夜探索不同的环境，这要归功于 50 个监控摄像头在游戏中播放超过 8 小时的独家视频。第二张地图显示了关于可卡因贩运、卡特尔赚来的钱和人命成本的数据。为了进一步让玩家沉浸其中，我们为玩家创建了几个任务，他们可以在发布前收集游戏派系的信息。战略我们知道游戏玩家渴望看到游戏所在的美丽世界。但是一个简单的预告片不会起作用，经典的广告活动也不会起作用。游戏玩家想看到真实的东西，而不是技巧。我们决定在游戏引擎中捕捉一切，在网站上的 WebGL 中重新创建原始地图，让玩家在开始玩之前自己探索这个生活世界。你可以花几个小时探索不同的摄像机以及卡特尔行动的后果。

一个没有英雄的世界

案例简介：Synopsis After more than 5 years of absence, Ubisoft were relaunching the “Tom Clancy’s Ghost Recon” franchise, a military tactical shooter. In “Wildlands”, the new installment in the franchise, you control 4 elite soldiers called Ghosts. The objective: take down a Bolivian cartel. Ghost Recon Wildlands has the largest gaming open world map ever created, equal to over 400km2. To create excitement and immerse gamers in the world, we decided to show what the world of Bolivia looks like before the Ghosts arrive. Strategy We knew gamers were itching to see the beautiful world in which the game takes places. But a simple trailer would not do the trick, neither would a classical advertising campaign. Gamers wanted to see the real thing, not an artifice. We decided to capture everything in the game engine, recreate the original map in WebGL on a website and let gamers explore this living world for themselves, before they can even start playing. You could spend hours exploring the different cameras and the consequences that the actions of the cartel had. Outcome The website went live a month before the game was launched and created incredible engagement with the audience. The average time spent on the website was 8 minutes, but what was even more impressive was that 30% of the visitors spent over 25 minutes on the website. All this lead to a spectacular result: on the 23rd of February, more than 6.8 million players entered this world with no heroes to fight the cartel, making the Ghost Recon Wildlands Beta the most successful Ubisoft Beta to date. Execution To document this world, we approached it in a completely new way: like journalists. If the world was to feel real, we had to document it in the most neutral way, just like documentary film makers. The result is something entirely new: a documentary on a virtual world, produced only by capturing in-game footage. During the game’s development, we spent 3 months exploring every area of the map and looking for the most iconic landscapes, explored the lives and rituals of the everyday people and of course witnessed the rampage of a criminal cartel left unchecked.We then placed all the footage in 50 different cameras on an exact recreation of the actual game map, rendered in WebGL. To bring the map to life, we added subtle design touches such as animals, traffic, trains and planes, which added a layer of depth to the world. CampaignDescription What if a video game world was alive and breathing, before the players have even arrived? This was the starting point for our concept. We wanted to bring to life the game world before the game launches and provoke the players to want to come and bring justice to a world ruled by a merciless Cartel. To showcase this massive open-world, we made an immersive website featuring the entire 3D map of the game. On this map, gamers explored different environments, day by night, thanks to 50 surveillance cameras streaming more than 8 hours of exclusive videos captured in-game. A second map revealed data about cocaine traffic, money earned by the Cartel and the cost of human life. To immerse gamers further, we created several missions for gamers who could gather intel on the game factions before the launch. Outcome The website went live a month before the game was launched and created incredible engagement with the audience. The average time spent on the website was 8 minutes, but what was even more impressive was that 30% of the visitors spent over 25 minutes on the website. All this lead to a spectacular result: on the 23rd of February, more than 6.8 million players entered this world with no heroes to fight the cartel, making the Ghost Recon Wildlands Beta the most successful Ubisoft Beta to date. Execution To document this world, we approached it in a completely new way: like journalists. If the world was to feel real, we had to document it in the most neutral way, just like documentary film makers. The result is something entirely new: a documentary on a virtual world, produced only by capturing in-game footage. During the game’s development, we spent 3 months exploring every area of the map and looking for the most iconic landscapes, explored the lives and rituals of the everyday people and of course witnessed the rampage of a criminal cartel left unchecked.We then placed all the footage in 50 different cameras on an exact recreation of the actual game map, rendered in WebGL. To bring the map to life, we added subtle design touches such as animals, traffic, trains and planes, which added a layer of depth to the world. Synopsis After more than 5 years of absence, Ubisoft were relaunching the “Tom Clancy’s Ghost Recon” franchise, a military tactical shooter. In “Wildlands”, the new installment in the franchise, you control 4 elite soldiers called Ghosts. The objective: take down a Bolivian cartel. Ghost Recon Wildlands has the largest gaming open world map ever created, equal to over 400km2. To create excitement and immerse gamers in the world, we decided to show what the world of Bolivia looks like before the Ghosts arrive. CampaignDescription What if a video game world was alive and breathing, before the players have even arrived? This was the starting point for our concept. We wanted to bring to life the game world before the game launches and provoke the players to want to come and bring justice to a world ruled by a merciless Cartel. To showcase this massive open-world, we made an immersive website featuring the entire 3D map of the game. On this map, gamers explored different environments, day by night, thanks to 50 surveillance cameras streaming more than 8 hours of exclusive videos captured in-game. A second map revealed data about cocaine traffic, money earned by the Cartel and the cost of human life. To immerse gamers further, we created several missions for gamers who could gather intel on the game factions before the launch. Strategy We knew gamers were itching to see the beautiful world in which the game takes places. But a simple trailer would not do the trick, neither would a classical advertising campaign. Gamers wanted to see the real thing, not an artifice. We decided to capture everything in the game engine, recreate the original map in WebGL on a website and let gamers explore this living world for themselves, before they can even start playing. You could spend hours exploring the different cameras and the consequences that the actions of the cartel had.