Ubisoft Canada gave a group of a bit of a scare – and a big surprise – with its latest stunt
Together with Playstation Canada, the games-maker invited a handful of fans to a secret event at the Berkeley Church in Toronto to promote Assassin’s Creed Syndicate. When they arrived, the church had been transformed into a 19th century fight club and they were led into a straw-covered ring to face off against a crew of burly champion fighters.
Just as the first nervous contestant was thrust into the ring, the host revealed they had actually been brought to the event to test out the new game before it hits shelves.
The stunt was filmed by Czar Media Group and conceived by Bleublancrouge, with North Strategic handling PR duties.
The videos serve as the culmination to the game’s Canadian campaign. Earlier this fall, the Montreal-based company released an app that lets users explore London’s underworld to give them a taste of where the game is set. It also had a large presence at fan conventions in Toronto and Montreal, in addition to a full digital campaign supported by global assets and trailers.
Take a look at the behind-the-scenes video to see how Ubisoft pulled off the stunt.
