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13/11/21                                   By Colum Blackett                                     Edited by Ashlea Buckley


During the promotional campaign for Assassin's Creed Valhalla: Dawn of Ragnarok in March 2022, Ubisoft Netherlands hosted a unique one-day pop-up event outside of the Hoog Catharijne shopping mall in Utrecht, Netherlands.


The mall, which is also connected to Utrecht Station Central, hosted two life-sized ice sculptures of Odin and Surtr, and acted as an excellent photo opportunity for both shoppers and travellers alike. Ubisoft also invited a number of social media influencers to promote the event, such as Instagram star Rudi Wijnen and Streamer Joost Bouhof.   

making it easily one of the most memorable Assassin's Creed promotional      in recent memory, largely due to the difficulties caused by the pandemic.

We here at TOWCB noticed that this event slid beneath the radar for many fans, so this article intends to recognise the creative efforts of those involved.

Here are some images from the event from a variety of sources.


About the Author

Col is the Community Admin for The Ones Who Came Before, and one of the Community Builders for The Mentors Guild.

He is also a former Ubisoft Star Player, and has spent the last 7 years working within the Assassin's Creed community on countless projects.



Colum Blackett

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Here is a promotional video produced by Ubisoft showcasing the event. Source