Many of us have enjoyed Candy Crush Saga. In fact, it’s estimated that there have been over 3 billion downloads of the game since it launched in 2012, and millions of people are still playing it every day on their phones. Whether you’re commuting, queuing, or waiting for the bus, it’s a game that you can pick up and play when you’re looking for those moments of bitesize fun.
And that fun goes beyond your mobile phone screen. The insight underpinning the campaign is that once you start to swipe the viral Match-3 game, you’ll start to see patterns that replicate the in-game mechanic everywhere in your daily life. In other words, where there are coloured objects and a grid formation, Candy Crush Saga fun is there to be had.
In celebration of Candy Crush Saga’s upcoming milestone – 10 years since it launched on mobile in November 2012 – King, a leading interactive entertainment company for the mobile world and makers of Candy Crush Saga, have teamed up with creative agency DAVID Madrid to launch a highly visual campaign showing that wherever you are, you can play. The series of billboards show a range of everyday situations where patterns – similar to ones you would see in Candy Crush Saga – seem to appear, from lockers in a gym to bowling balls in an arcade, to the least fun place of all: the office!
The campaign is being launched in both the UK and US markets with one billboard even located in New York’s iconic Times Square.
Fernanda Romano, CMO at King, said “We’re excited to kick off our Candy Crush Saga 10th anniversary celebrations with this campaign, bringing the essence of Candy Crush Saga into the real world in a fun and engaging way. We’ve chosen everyday places where we encourage everyone to have a little fun with us as they head to work or wait in a queue somewhere.”
Saulo Rocha, Chief Creative Officer at DAVID Madrid, said “Anyone who’s played Candy Crush Saga knows that once you get going, the game seems to show up all over the place. And that got us thinking, what if we took this and made a whole campaign about it?”
Whether you’re a committed Candy Crush Saga player or a novice about to give it a try, the message is clear: play Candy Crush Saga, and you’ll unlock fun everywhere you go.
Candy Crush Saga is available to download and play for free on iOS and Android. More information is available at http://www.candycrushsaga.com.
Agency: DAVID Madrid
Client: Candy Crush
Global CCO: Pancho Cassis
Global COO: Sylvia Panico
Executive Creative Director: Saulo Rocha, André Toledo
Associate Creative Director: Pedro Sattin
Creatives: Francesc Enrich, Giulia Ferrarezi, Maud McCaffrey, Wil Carvalho
Motion Designer: Cristian Migueliz
Head of Production: Alejandro Falduti
Producer: Diego Baltazar
Head of Account: María García Herranz
Account Supervisor: Andrea Blanco
Global PR Director: Sandra Azedo
Chief Marketing Officer: Fernanda Romano
Senior Director Marketing Activation: Johanna Gerhold
Director Creative Excellence: Amy Kilty
Senior Creative Marketing Manager: Ellie Stitcher
Associate Creative Marketing Manager: Jake Bogira
Media Manager: Jack MacVine
Senior Communications Planning & Media Manager: Niall Murphy
Production company: MYGOSH
Executive Producer: Natali Sussman
Line producer: Ulrich Kirchner
Photographer: Alastair Philip Wipper
1st Photo Assistant: Philip Mar Serejo
Art Direction: Daniel Ortiz, Vito Montolio (Dani y Vito)
Retoucher: Munzer Hodayfa