• 
• 

Meet Ramón de Nozal, Project Manager at OnClick. His team recently worked on a campaign for a game called Far Cry 3. The campaign was recently recognized as the MediaMind wow! Ad of the Month.

What was the goal of the campaign? How did MediaMind help to achieve that goal?
The main goal was displaying how impactful and immersive the game experience of Far Cry 3 is. It all had to be a bit “crazy” and “demented,” reflecting some stages of the game. With the help of MediaMind, we were able to set up the testing environment we needed as this campaign was technically complex with a lot of videos, images and coding. But the main difficulty was testing the final concept in a real environment before it was published. This is where MediaMind was very resourceful, working with us to ensure everything was working perfectly. This involved many late nights to get the job done right.

What was the client brief for the campaign?
The brief was very concise; it had to be an impactful and immersive experience exploiting the concept of “dementia” or “insanity.” We needed to change the usual interactivity of an ad to attract gamers to the new Far Cry sequel, a very promising game that is going to get a lot of attention. We decided to create a piece that modified the contents of the webpage in real-time, making it an evolving experience.



How was this particular format chosen?
We could have chosen other formats since the contents of the webpage would be added and removed in real-time but we finally chose a mid-page unit because it solved some technical issues. The technical concept came up during a meeting with global agency, MEC, but the Far Cry 3 game campaign gave us the perfect environment to develop the concept.

How did you come up with the creative idea?
During a meeting with MEC and Ubisoft, we decided that we wanted a different user experience, much more evolving and dynamic. We came back to OnClick with a lot of ideas, very excited with the prospect of working on something that was so different but with very little time to experiment and overcome the technical and creative difficulties. A lot of ideas had to be left aside; we had to focus on the main concept given the time we had but we hope that we will use some of this remaining creativity very soon.

What feedback/results have you received?
It was a lot of hard work; a lot of assets and coding that increased the technical difficulties. But it also was very rewarding, especially when we saw that it worked so well. The client was very happy and in general everyone was very impressed with the ad.

What is your idea of the perfect working day?
The perfect working day is when all the team sits together, think on a different project; a new approach to an idea. When the idea starts getting shape and the team starts working cohesively and you see the satisfaction reflected on everyone.

Your muse best comes when…
When we are all together brainstorming, trying to shape a project. Most of our inspiration comes from our everyday lives, when we are free to see, observe, when our minds starts rolling.

See the demo here

• 
•