Fighting the watch dogs
The line between the real world and the gaming world continues to blur. To promote the videogame Watch Dogs in Canada ahead of its fall release, Ubisoft Entertainment – Canada and Publicis have developed a phone gaming app, Watch_Dogs Live, that lets users hack into real-world locations. Players will be encouraged to work as a collective called DedSec (sounds like Anonymous, right?) and also to compete to be the best hacker, with winners picking up prizes, including a 2014 Toyota Scion TC. Guess hackers are the new superheroes.
Agency: Publicis Montréal