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Entrant: DAVID, New York
Brand: Supercell
Title: "Payback Time"
Corporate Name of Client: Supercell
Client Company: Supercell, Helsinki
Global Chief Marketing Officer: Fernanda Romano
Client Company Head of Global Live Games: Iwo Zakowski
Client Company Clash of Clans Marketing Lead: Anna Bouveng
Client Company Growth Marketing: David Edwards
Client Company Marketing Producer: Yuri Yoshimura
Client Company Product Marketing: Ana Martins
Client Company PR Manager: Jonathan Howard
Client Company Head of Media and Ops: Kasim Zorlu
Client Company Performance Marketing: Adam Massey
Client Company UA Creative Producer: Peter McLaughlin
Agency: DAVID, New York
Agency Global Chief Operating Officer: Sylvia Panico
Global Chief Creative Officer: Pancho Cassis
Chief Creative Officer: André Toledo
Creative Directors: Linus Oura/Sébastien Rouvière/Pedro Sattin
Associate Creative Director: Guillherme Pinheiro
Agency Head of Production: Brenda Morrison Fell
Agency Executive Producer: Natasha Louckevitch
Agency Associate Producer: Sophie Freid
Agency Managing Director: Luiza Prata Carvalho
Agency Chief Strategy Officer: Paula Vampre
Agency Strategy Director: James Mitchell
Agency Account Supervisor: Irene León
Agency Group Account Director: Brett Niebling
Agency Strategist: Brooklyn Carey
Agency Director of Business Affairs: Barbara Karalis
Agency Business Affairs Manager: Catalina Peña
Agency Global PR Director: Sandra Azedo
Director: David Lieb
Production Company 1st AD: Magnus Wessel Waal
Executive Producer: Tom Gent
Producer: Jordi Estape
Production Company Line Producer: Harvard Schei
Production Company DOP: Jack Maddison
Production Companies 1st AC: Kristoffer Aamot, Lisa Wiik
Production Company 2nd AC/VTR: Emilie Solberg
Gaffer: Jan Vidar Eriksen
Production Company Digital Artist: Ricardo Moreira
Production Company BTS Producer: Grant Mulligan
Production Companies Production Managers: Lyndsey Shingler/Jamie Tarr/Nil Borg
Production Company DIT: Ole Jorgen Trooen
Production Company Sound Technician: Danny Young
Production Company Stills Photographer: Madeleine Penfold
Production Company Photography Assistant: Torgeir Rorvik
Production Company Digitech: Oktawian Gornic
Production Company Props Master: Simen Fornes
Production Company Props Assistant: Carl A. Thiis Evensen
Production Company Painter: Rob Billington
Production Company Hair & Make-Up: Jeanette Gjerde Olsen
Production Company Wardrobe Stylist: Caroline Saetre

Description:
Clash of Clans is a mobile strategy game where players build villages, train armies, and attack each other.

In 2024, for the first time in Clash of Clans’s history, we decided to bring a real person to the game in order to reach a broader audience, leveraging his global appeal to attract new players and re-engage existing ones.

Unlike other players in the gaming industry, we didn’t chose celebrity, we chose Erling Haaland: a long-time fan of the game, one of the best attackers in sports, and a Nordic much like Clash of Clans’ most famous character: the Barbarian. While we knew Haaland’s fame and awareness would bring his fans to talk about and play Clash of Clans, we decided to take it one step further by strategically engaging with his haters. We leveraged the on-going football season and football rivalries to bring awareness and new players to the game.

With Payback Time, we turned destroying Haaland’s village into a playful challenge that would appeal to his haters and draw them to the game. The campaign leveraged OOH media strategically placed in Haaland’s biggest rival teams’ cities and stadiums, print advertising reacting to Haaland’s goals and performance against other teams, and even hacking the premiere of his biggest rival team’s new documentary.

On social, the challenge was launched with a video featuring a goalkeeper against which Haaland scored 8 goals in just one game.

All communication invited his rivals to scan a QR code to download the game and take part in the Payback Time Challenge and raid his village to take revenge against him.