Candy Crush in Japan
Candy Crush Saga wasn't doing well in Japan. The game was very different to popular Japanese mobile titles.
We developed a strategy for Candy Crush, based on it's moment of magic - when you get a great combo.
We then develop King's first live action TV spots. We proudly highlighted Candy Crush's European gameplay sensibilities, to give it a taste of the exotic combined with a Japanese celebrity to make Japanese people feel they were missing out by not playing.