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Green Dawn

Award: Graphite Pencil

Graphite Pencil / Radio & Audio / Writing for Radio & Audio / 2020

Award: Graphite Pencil

Graphite Pencil / Radio & Audio / Tactical Radio & Audio Advertising

Award: Wood Pencil

Wood Pencil / Radio & Audio / Use of Podcasts

Award: Wood Pencil

Wood Pencil / Digital / In-Game Advertising

Award: Wood Pencil

Wood Pencil / Media / Use of Radio & Audio

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.

What did the judges have to say?

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

Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

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