In June 2018, Ubisoft launched The Crew 2, the sequel to its successful racing game. Players could now control different types of motorized vehicles on land, sea and air. A new release even more focused on sensations.
We had to give gamers a new interest in this second edition and make them understand that it was the perfect field to fulfil their driving dreams. They were encouraged to download the beta version of the game to test.
Usually, what you live in a game, stays in the game. But for the launch of The Crew 2, we decided to change that. We invited gamers to download the beta version of the game and we then asked them to ride all over the open world and try to manage their best race and their most incredible stunts.
They then had to simply share their race with us directly, using the “share” button of their video game console, and we selected the most amazing one.
The player’s race was carefully studied and we spent time reproducing the exact map of his track in the real world. We had to pay attention to every background detail, in order to make it as similar as possible, so the player felt like he was living the exact same race. Finally, the chosen player had to face his IRL ride, with world record Red Bull pilot, Bryce Menzies.
- Annonceur : Ubisoft - The crew
- Agence : CLM BBDO
- Catégorie : Web
- Directeur de création : Matthieu Elkaïm, Benjamin Dessagne, Stéphane Santana
- Concepteur-rédacteur : Clara Noguier, Olivier Le Lostec
- Directeur artistique : Nicolas Biscaras, Clement Maillot, Emile Martin