Unexpected: When you have to communicate on an adventure game like Assassin’s Creed Odyssey, you often emphasize on the hero, the villain or the amazing landscape you will explore. But when you have done that for more than 15 years on your most important licenses, how do you keep gamers excited? Ubisoft asked DDB Paris to rejuvenate their target for the launch of Odyssey, the new game of their Assassin’s creed license and keep the audience attracted by their license in a very competitive market were gamers don’t buy more than two games per year.

My Life as an NPC is a social campaign in which dozens of Non Playable Characters from Assassin’s Creed took over Ubisoft’s Instagram and Facebook to tell fans what their life in the game looks like in a funny, quirky and offbeat way. Through their stories, gamers can realize what a shepherd feel when a player mows down his herd of goats, learn more about a spartan who can’t never take his helmet off, or care about a pissed-off potter who can’t bear the hero’s behaviour anymore. For once, we focused on the extras of the game, the virtual people that no one really cares about had their say for the first time.

Works: The best social campaign ever made for Ubisoft.