When does a campaign stop being an ad and start being entertainment?

When a brand earns attention instead of asking for it, and then rewards it. That strategy proved itself over and over across several years with Supercell, we treated Clash of Clans (and Clash Royale) moments as stories players would choose to spend time on, then made sure they got something back for it.

We not only built out the campaigns, but the worlds themselves: the lore, the characters and the personality behind them. It showed up in load screens, character launches, mode updates and short films, so there was always something new to find and a reason to come back.