Ubisoft:

Creative punch as force multiplier.

With the holiday selling season fast approaching, international game maker Ubisoft decided to take a calculated risk: putting a very modest amount of support behind a new boxing game based on the Rocky franchise. With a budget that matched moderated expectations, the challenge became doing as much as possible with very little. Step 1: Put together a creative team with deep experience for companies including Electronic Arts, Capcom, Rocket Science, Crystal Dynamics, and more. The result: A campaign punching far above its weight class to become top-in-segment for the season.