Ubisoft

Danny Ruiz, Director of Brand Management
Ann Hamilton, Associate Director of Brand Management
Tony Key, Sr. VP Sales and Marketing
Adam Novickas, Sr. Director of Marketing
Alex Banks, Associate Brand Manager
Mayya Grinberg, Associate Brand Manager
Clayton Lee, Sr. Digital Marketing Manager
Justin Landskron, Sr. Director, Digital Marketing

Ubisoft US Marketing *Lead Agency

Cutwater

Chuck McBride, Founder, CCO

AKQA

Ed Davis, Acct. Director

90% of video game sales go to well-established franchises. Watch Dogs was a new IP trying to breakthrough. However the main differentiating feature was hacking - a geeky, sedentary hobby not found in an action-adventure experience. Hacking had to be repositioned as a plausible super-power. The Hacking Is Your Weapon campaign did just this, portraying the games hero manipulating city systems to turn Chicago into the ultimate weapon. As a result Watch Dogs sold 2M units within twelve months to become the fastest selling new IP in video game history.