TORONTO, CANADA (February 19, 2015) – Publicis Montreal has won two gold CASSIES Awards for an interactive campaign the agency developed to launch Ubisoft’s Watch_Dogs. The campaign was honored for excellence in matching the message to the medium by using a smartphone app that turned users’ phones into “hacking” devices to build anticipation for the hacking-themed game.
In Ubisoft’s Watch_Dogs—one of the company’s most highly anticipated games— players control a hacker who uses his mobile phone to hack into a central operating system that controls the city of Chicago.
To maintain interest in the game and drive pre-orders during the year between the launch and release of the game, Publicis Montreal developed a mobile game app that allowed users “hack” locations across Canada. Watch_Dogs Live players received new missions through the app and competed against one another in increasingly high profile “hacks.”
“This is proof that great creativity can solve any business problem,” said creative director Carl Robichaud. “It’s an honor to be part of Canada’s most effective campaigns with these two top prizes.”
As Canada’s answer to awards like the Effies and the IPA Awards, the prestigious CASSIES are the nation’s only awards recognizing the business effectiveness of advertising campaigns based on rigorous published case studies. Awards are presented at the Gold, Silver and Bronze level, and winning case studies are included in the CASSIES online library, a respected industry resource.
Read more about this year’s winners here.
About The CASSIES Awards
The pre-eminent CASSIES awards show, celebrating its 22nd year, is Canada’s only industry awards recognizing business effectiveness based on rigorous published cases. The CASSIES are presented by the Institute of Communication Agencies (ICA), the Association des agences de Publicité du Québec (AAPQ) and Association des professionnels de la communication et du marketing (APCM) and produced by strategy magazine. Since its inception in 1993, the CASSIES has recognized the business achievements of over 500 campaigns from Canada’s top advertisers and communications agencies. All award-winning case studies can be viewed in the Case Library section of the CASSIES website at www.cassies.ca
About Publicis Canada
Publicis Canada is a fully integrated advertising agency with digital, social and technology at its core. With over 350 employees, it is part of Publicis Worldwide, North America, the regional operating unit of Paris-based Publicis Worldwide — the largest global agency network within holding company, Publicis Groupe S.A. The Publicis Worldwide mission is to “Lead The Change” to help our clients leap ahead. The agency’s client roster includes: Chrysler, Home Depot, Rogers, WestJet, Nestlé, L’Oréal and Bank of Montreal, among others.