ADVERTISING

Ubisoft

Even dream cars have a dream

Agency: Sid Lee

Description

For the highly anticipated release of The Crew Motorfest, the third iteration of The Crew game series, its global action-driving game franchise, Ubisoft turned to Sid Lee Paris to create a campaign that would catch the eye of gamers, car lovers and anyone missing the thrill of driving the world over.

Do you remember the feeling that overcomes you as you switch gears? The thrill of acceleration? The feel of the engine’s power going its maximum? Today, with more regulations than ever before and the rise of autonomous cars, the thrill of driving is at risk of gradually disappearing from our daily lives.

However, in The Crew Motorfest, you get to live the ultimate driving experience: explore freely the Hawaiian island of O’ahu, a new paradisiac playground marking the first time the franchise ventures beyond mainland North America; celebrate all of car culture with Playlists, exclusive prototypes; and enjoy an ever-changing program of activities within the festival.
With The Crew Motorfest we can say: long live the thrill of driving.

Sid Lee Paris presents “Life is Better at Motorfest”, an 80-second film that ironically illustrates what all cars dream of. The Crew Motorfest doesn’t just feature more than 600 vehicles, including hundreds of dream cars: it’s a game that bring to life the dream of any car: being able to drive without limits, never stuck in traffic, just enjoying the open road and vibrant sensations.

Opening onto three beautiful cars stuck in a traffic jam – a Lamborghini Huracàn Tecnica, a Porsche Taycan Turbo S and the latest Nissan Z – we see the itch to escape from their perspective.
Motionless, they spot a billboard advertising the Motorfest, the festival giving its name to the game, and they suddenly start to dream.
Thus, in a universe of paradisiac roads, a waterfall becomes the perfect car wash, they picture themselves getting waxed under the sun before getting together around campfire.

Set to “The Sweet Escape” by Gwen Stefani featuring Akon, the live-action film was shot in Miami and edited using VFX to showcase the game’s vibrant colors and dreamy vibes thanks to an orange-pink colorimetry.

The campaign launched on September 11th, when The Crew Motorfest opened its Early Access before the wide release of the game on September 14th. It can be seen as an invitation for everyone to experience Motorfest, which could be done through the Free Trial, allowing everyone to play The Crew Motorfest for free for 5 hours from September 14th to 17th.

This professional campaign titled 'Even dream cars have a dream' was published in United States in September, 2023. It was created for the brand: Ubisoft, by ad agency: Sid Lee. This Integrated medium campaign is related to the Gaming industry and contains 1 media asset. It was submitted 6 months ago.

Credits

Ubisoft
• Geoffroy Sardin – Senior Vice-president, Sales and Marketing
• Lionel Hiller – Vice-president, Executive publisher
• Edouard D’Alnois – Global Brand Director
• Charles Carrot – Global Brand Manager
• Lina Chaghouri – Global Brand Manager
• Thomas Soulé - Global Brand Manager
• Zoé McClay - Global Brand Manager
• Doriane Paux – Global Brand Manager Assistant
• Amélys Amghar – Global Brand Manager Assistant

Sid Lee
• Johan Delpuech – CEO
• Stéphane Soussan – Executive Creative Director
• Ninon Peres – Copywriter
• Geoffrey Poulain – Art Director
• Yoann Plard – Editor/Motion designer
• Eric Boussenec – Art director
• Margaux André – Account Director
• Louisa Chaouche Teyara - Account Executive
• Thomas Albert – Account Executive
• Laetitia Neves - Head of production
• Mirabelle Yehoussi – Production Assistant
• Bruno Lee – Head of Strategy
• Leah Daymon – Strategist

BIG Productions
• Jean-Baptiste Saurel – Director
• Kasia Staniaszek – Producer
• Nicolas Avram – Production director
• Augustin Claramunt – Director of photography
• Natacha Dolard – Post-production director
• Eric Jacquemin – Chief editor

Firm (image post-production)
• Quentin Letout – Supervisor
• Arthur Paux – Calibrator
• Olivier Zibret - Flame
• Julien Barthelemy – After FX
• Omar Camara – Matte painting
• Hugo Jaulin - Houdini
• Bruno Leguern – 3D
• Benoît Revilliod – 3D
• Johan Luce-Antoinette – Post-producer

Benzene (sound post-production)
• Loïc Canevet – Sound designer
• Will Rosati – Sound designer
• Mathias Villeroy – Sound designer
• Heather MacFarlane – Sound producer

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