Silver
Non-Traditional
Gaming
| 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:
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.