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Assassin's Creed: Dawn of Ragnarok
Promo Event: Life-Sized Ice Sculptures
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During the promotional campaign for Assassin's Creed Valhalla: Dawn of Ragnarok in March 2022, Ubisoft 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.
This event no doubt took a lot of effort to maintain due to the cold temperatures needed to prevent the ice from melting, making it easily one of the most unusual and memorable Assassin's Creed promotional stunts in recent memory, largely due to the difficulties caused by the pandemic.
We here at TOWCB noticed that this event slid under the radar for many fans, so we wanted to recognise and highlight the creative efforts of those involved. We hope to see more Assassin's Creed ice sculptures at future events!
Here are some images from the event from a variety of sources.
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Here is a promotional video produced by Ubisoft showcasing the event. Source