Getting into the ring

Bleublancrouge sets up a fight club as a stunt for Ubisoft.

Sorry if we’re breaking any rules by talking about this.

Ubisoft and agency Bleublancrouge invited people in Toronto to a secret event at the Berkeley Church. When they arrived, they found themselves in the middle of old-timey English underground fight club. Literally in the middle, too, as they were led into the ring, standing across muscular tough guys like Bruce the Butcher and Crazy Charlie. The guy with a shellfish allergy and the shaggy dude in a Slipknot t-shirt might have been a bit out of their league, had the ringmaster not pulled the curtain on a big screen to reveal they were going to be the first to play Ubisoft’s new game Assassin’s Creed Syndicate, which is set in the 19th century.

You can also see the transformation, as well as hear what was going through the participants’ heads as they were faced with the prospect of fighting Strike the Beast in a behind-the-scenes video below.


Brand: Assassin’s Creed Syndicate (Ubisoft Canada)
Agency: Bleublancrouge
Production: 1one Production

Ubisoft Canada

Lucile Bousquet: Senior Director of Marketing & Communications
Philippe Karl Raposo: Content and Media Manager
Adam Climan: Senior trade Shopper Marketing Manager
Jeson Acevedo: Public Relations Manager
Marie-ève- Arsenault: Content Manager


Dave Gourde: Partner, VP Media
Isabelle Harvey: Account Director
Leah Léger: Account Executive
Jonathan Rouxel: Partner, VP Creative Director
Dominique Bulmer: Writer
Julien Hérisson: Art director

Czar Media

Robert Boivin: VP Sales and Marketing