Supercell: Clash Universe
PROJECTWhen 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 built out the Clash Universe so players would choose to engage with it, then made sure they got something in return.
We developed 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.
CONTEXT-
Cannes Lions: 2 Grand Prix
Clios: 4 Grand Clios
One Show: 4 Gold Pencils
Clashiversary
For its tenth anniversary, Clash of Clans invented a 40-year history it never had. A fake documentary, playable retro games and old-school commercials made it feel like the game had been around since before video games existed.
Making of…
There’s just too much work that goes into the development of these stories to not share a sneak peek of how it all gets made.
Builder Quits
In Clash of Clans, the Builder constructs everything players make, then watches it get destroyed. For the game's fifth anniversary, he finally quit, and his farewell film kicked off a month-long story that moved from the game into the real world through sculptures, AR and social.
Merry Logmas
Every year the Clash world celebrates Clashmas. In this holiday film, the Log, a humble piece of wood that never gets any attention, finally gets its moment, and Clashmas has to make room for it.