We gave the Cropsies real personality and made them the star of the show in this new style of TV ad for King. Made with miniature sets and CG characters.
Moments of Magic
PROBLEM:
King’s other games needed help to compete with their own Candy Crush-fuelled success, and needed lapsed players to return.
SOLUTION:
A new strategy and a rich global TV campaign born from gameplay moments that keep you hook. Engaging lapsed and new players by highlighting content they’d never seen.
ROLE:
Creative Director, Writer, Art Director.
A new style of advert for King and Candy Crush Saga, combining a glorious 3D world with 2D paper characters. As well as giving some life and fun to the well-known game characters.
Installs skyrocketed, with a 50%-200% better response rate than any other previous King campaign.
A stop motion animated ad for King's newest game.
A new approach to TV for King games. The first in a series of more epic high-end animated commercials.
This success also created a positive impact on all the other performance-led marketing.
Candy Crush in Japan
PROBLEM:
Candy Crush Saga wasn't doing well in Japan. The game was very different to popular Japanese mobile titles. We needed to increase downloads.
SOLUTION:
Taking our ‘Moment of Magic’ strategy we proudly weaved Candy Crush's European sensibilities, candy combos, and a Japanese celebrity to create a sense of FOMO.
