Get the 85 millions of Uclub players (from Just Dance to Rainbow Six, via Trials to Assassins' Creed)
Who are members of a community but are not really aware of it
To actually feel proud of being a Player (vs. gamer)
By offering them the recognition they crave for by giving them an expression of how rewarding being a player could be.
How to bring a new societal point of view on gamers?
Art Direction & Concept