Green Dawn
In the world of Ghost Recon Wildlands, millions of gamers use their cars to explore one of the largest game maps ever created. And in their cars, they listen to the virtual radio of the game. So, DDB Paris decided to advertise Ubisoft’s new game, The Division 2, by streaming an exclusive 30-minute podcast series using the in-game car radio - for a total cost of $0 paid media. Having used the audience of one game to advertise another, The Division 2 became Ubisoft’s most anticipated game of the year.
- Radio & AudioWriting for Radio & Audio
- Radio & AudioTactical Radio & Audio Advertising
- Radio & AudioUse of Podcasts
- DigitalIn-Game Advertising
- MediaUse of Radio & Audio
Country
- France
Client
- Cedrick Delmas
- Guillaume Carmona
- Alexandre Guenounou
- Geoffroy Sardin
- Ubisoft
- Sebastien Ratto
Sound Production
- Studio 5
Executive Creative Director
- Alexander Kalchev
Creative Director
- Pierre Mathonat
- Alexis Benbehe
Art Director
- Idriss Dabré
Account Manager
- Quentin Grimal
- Marie-Elise Archambaud
Sound Producer
- Marine Cremer
- Clement Reynaud
- Cedric Boit
Sound Engineer
- Alexandre Vicart
Advertising Agency
- DDB Paris
In the world of Ghost Recon Wildlands, millions of gamers use their cars to explore one of the largest game maps ever created. And in their cars, they listen to the virtual radio of the game. So, DDB Paris decided to advertise Ubisoft’s new game, The Division 2, by streaming an exclusive 30-minute podcast series using the in-game car radio - for a total cost of $0 paid media. Having used the audience of one game to advertise another, The Division 2 became Ubisoft’s most anticipated game of the year.
Comment from D&AD Community
It took the medium, squished it up and remoulded it into something totally new. By reinventing a media channel, it created a totally new way to connect with the viewer. An ambitious idea executed with mind-blowing intricacy.
— Avril Delaney, Senior Copywriter, Boys + Girls