FAR CRY 4: What are you made of?

For the European launch of Far Cry 4, Grey Paris creates a unique interactive campaign with 42 million possible routes, offering a completely different experience from one user to another.

Grey Paris has created 1 digital platform with 4 interactive rites of passage and 42 millions possibilities:
- A deadly face-to-face with « An eye for an eye »
- An impenetrable mind maze with « Rabbit hole »
- A hypnotic trance with « Mind Blossom »
- A blindfolded sound chase with « Escape »

Each rite is composed of interactive films in which the user has only a few seconds to make a decision and get out of the extreme situation he is trapped in. Each choice he makes triggers another sequence of events, pushing the user to make another choice and so on and so forth...

At the end of each rite, the user’s choices are analysed with a specific algorithm that determines his personality based on 5 criteria: toughness, violence, bravery, endurance and wisdom.

High-end cinematographic quality within the digital world. The numbers are staggering.
It took one year to conceive, develop and produce this campaign. In order to create a highly immersive experience, Grey Paris worked with the production company Stink & Stink digital and film director Nieto who brings all his cinematographic experience in this project. They shot over 168 different video sequences that, combined with the 42 million routes possible, reach the gold number of 100 days required to watch the videos from each of these routes.

1 new rite of passage will be revealed every week, starting today, October  22nd and ending November 12th, two weeks before the launch of FC4 on November 18th

PLAY HERE: http://far-cry-4.ubi.com/en-GB/

Credits:
Brand: UBISOFT
Guillaume Carmona EMEA Marketing Director
Camille Aneas EMEA Group Brand Manager
François-Xavier Dénièle EMEA Brand Manager
Fabrice Landrieu EMEA Digital Marketing Manager

Agency: GREY PARIS
Thierry Astier Executive Creative Director
Alexis de Montaigu Strategy Director
Damien Ricci Managing Director and Director of Digital Operation
Mehdi Benkaci, Vicken Adjennian Art Directors & Copywriters
Laurent Dailloux Production Director
Gerald Julia Project Manager
Vivien Urtiaga Digital Art Director
Mehdi Benkaci, Vicken Adjennian Art Directors
Quentin Deronzier, Dimitri Hekimian Art Director / Copywriter

Production: STINK / STINK DIGITAL
Luis Nieto Director
Charlie Montagut Interactive Art Director
Sophie Gaaloul et Greg Panteix Executive Producers
Benoit Roques Line Producer
Lucie Meunier Post-producer
Kouz Sound Design
Circus SFX

IKEA: Halloween. A tribute to Shining.

You've got to love Ikea's Halloween tribute to Stanley Kubrick’s horror classic, The Shining.

We see a little boy bicycling late at night in the corridors of an empty IKEA store just like in Shining. Full of references (skeletons, music, flashing lights etc), the spot reveals the IKEA's late night shopping hours. See it twice to see how many you will find.

Credits:
Advertising Agency: BBH Asia Pacific, Singapore
Executive Creative Director: Scott McClelland
Art Director: Marcus Yuen
Senior Copywriter: Angie Featherstone
Project Director: Lesley Chelvan
Account Manager: Manavi Sharma, Jade Cheng
Head of Planning: James Sowden
Social Strategist: Josie Khng
Director: Jordan Quellman
Agency Producers: Daphne Ng, Wendi Chong
Production Company Producers: Bhavna Shivayogimath, Malay Prakash
Production Company: Black Sheep Live

Digital Strategy Toolbox 2014 by Julian Cole

Two year ago I've posted a presentation from Julian Cole, with the tools that digital strategist should use to cultivate killer insights on consumers, competitors and the industry. Now, Julian Cole is back with an updated Digital Strategy Toolbox that covers the 19 best free tools online.

The tools are broken up in to five categories of Consumer Research, Social, Website, Online Paid Media and Creative Inspiration.

Digital Strategy Toolbox 2014 from Julian Cole

Reborn to be alive: If you are going to do stupid things, at least become an organ donor and save up to 8 lives.

Every year people die waiting for an organ donation. The waiting list is too long. The donor list too short. The Belgian non-profit organisation Re-born To Be Alive wants to raise awareness about organ donation and make the topic more easy to discuss.

Duval Guillaume came up with this campaign for Re-born To Be Alive. It wants to make people aware of the fact that one donor can save up to eight lives. The brain however cannot be donated. And in some cases that’s a good thing.

Credits:
Agency: Duval Guillaume

Plan Parent: Too young to watch. Old enough to get married.

The numbers are staggering. Every minute 27 girls are forced into marriage. That’s 2 every second. Child marriage is a global problem.

The practice violates girls’ human rights, curtails their education, harms their health and sharply constrains their future.

Plan Belgium with the help of Duval Guillaume agency helped these girls to take over ‘age warnings’ in prime time on national television, in movie theaters and in youtube trailers and explain the problem. In these touching movies, 3 separate girls tell an emotional story and paint a true picture about this horrible tradition.

The start of a solution is simple: more education. Getting girls to school means delaying marriage. And by becoming a Plan parent that’s exactly what you’re helping to achieve.

Credits:
Agency: Duval Guillaume 

North Face: Never Stop Exploring

Imagine going for shopping and while you are checking the clothes, the floor starts to shift and disappearing into the wall. This is the situation the customers of a North Face pop-up store in Korea had to deal with. The walls of the store were rock climbing walls and the customers had to hang on to the footholds or fall down. Then a North Face jacket appeared hanging from the center of the ceiling and customers had 30 seconds to decide if they would take a leap and grab the jacket before falling down.

A great stunt from Innored that delivers North Face's 'Never stop exploring' message.

Credits:
Agency: Innored, South Korea

Nestlé FITNESS Bra Cam

A woman walking around in London with a hidden camera in her bra counts the number of people who look at her breast. And yes, there are a lot. Nice stunt by Nestlé FITNESS to raise breast cancer awareness with their Pink Ribbon initiative. So, the message to all the women is #CheckYourSelfie, and help prevent breast cancer.

Credits:
Agency: McCann, Paris
Creative Director: Sarah Clift
Art Directors: Kate Pozzi, Sarah Clift, Caroline Gozier
Copywriter: Kate Pozzi
TV Producers: Sasha Mantel, Arnaud Lemens
Social Strategist: Mariam Asmar
Account: Cédric Vanhoutte, Cynthia Decant, Laurie Chappel, Leslie Adam, Julie Colombani
Production Companies: Outsider; The Corner Shop
Director: Ellen Kuras
Producer: Mel Nwanguma
Director of Photography: Ellen Kuras
First Assistant Director: Julian Higgs
Costume Designer: Lydia Kovacs
Editing: Rock Paper Scissors
Editor: Ted Guard
Postproduction: MPC
Music: Human