King Candy Crush Saga

Inspiration & Challenge

We activated multiple campaigns for the 10-year anniversary of King’s iconic mobile game Candy Crush Saga. The brand wanted to inject cultural potency and relevance to drive reappraisal, advocacy and pride amongst Gen Z and Millennial players.

Execution & Creativity

In collaboration with King, we designed an audience-led, purposefully open-ended brief for social media. We put the creator and creation first, avoiding a ‘traditional’ brand message push, in order to drive perception change. We assembled a team of outside-the-box hero and micro Candy Creators who brought the wonderful world of Candy Crush Saga to life, showing their audience how they Crush It IRL, taking it from “a game that lives inside your phone” to “a piece of pop culture that lives everywhere.”