Ubisoft, in anticipation of the highly awaited release of The Crew Motorfest, the third addition to The Crew game series, partnered with Sid Lee Paris to craft a campaign that would captivate not only gamers but also car enthusiasts and anyone yearning for the exhilaration of global exploration.
Remember the rush of shifting gears? The exhilaration of acceleration? The sensation of an engine operating at peak power? In this era, where regulations are increasingly stringent and autonomous cars are on the rise, the thrill of driving is in danger of fading from our daily lives.
However, The Crew Motorfest offers the ultimate driving experience. Explore the picturesque Hawaiian island of O’ahu unhindered, a first for the franchise as it ventures beyond mainland North America. Immerse yourself in the diverse car culture with Playlists and exclusive prototypes, and enjoy a dynamic range of activities within the festival.
With The Crew Motorfest, we can proudly proclaim: long live the thrill of driving.
Sid Lee Paris introduces "Life is Better at Motorfest", an engaging 80-second film that humorously depicts the ultimate car fantasy. The Crew Motorfest isn't merely a showcase of over 600 vehicles, including hundreds of dream cars. It's a game that embodies every car's fantasy: the freedom to drive without constraints, without the hindrance of traffic, simply relishing the open road and exhilarating experiences.
Stationary, they notice a billboard promoting Motorfest, the festival that lends its name to the game, and they start to envision freedom.
In a world of idyllic roads, a waterfall transforms into the ideal car wash. They imagine themselves being waxed under the sun before gathering around a campfire.
Accompanied by "The Sweet Escape" by Gwen Stefani featuring Akon, the live-action film was shot in Miami. It was edited using VFX to highlight the game's vivid colors and dreamlike ambiance, accentuated by a warm orange-pink color scheme.
The campaign kicked off on September 11th, coinciding with the early access opening of The Crew Motorfest. The game was widely released on September 14th. The campaign serves as an open invitation for everyone to partake in the Motorfest experience, made possible through a free trial. This allowed everyone to play The Crew Motorfest free of charge for 5 hours from September 14th to September 17th.
"Driving should always remain a joyous experience, but in today's world, it's no longer a top priority. We need to consider greener alternatives, even if they might seem less exciting. The Crew Motorfest is an incredible opportunity to rekindle the exhilaration of limitless driving. We aimed to ensure this advertisement captures a true moment of delight."