Case Study
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Documentary launches fictional universe
At the heart of this campaign was a YouTube documentary featuring a fake origin story that chronicled the game’s founders and 40 years of Clash games and “Clash-mania.”
Watch the full documentary here:
Our documentary even had its own IMDb page.
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Three playable retro games
We “remastered” three video games from Clash’s archive —going back to 1982 — with period correct artwork and packaging.
All three games were playable from within the Clash of Clans mobile game.
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Archive drop on social
Across Clash’s social channels, we dropped “archival” commercials during the anniversary week.
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Nostalgic brand extensions
We partnered with various brands to “reissue” nostalgic Clash merch like — cereals, trading cards and apparel (and made them available on places like walmart.com). We worked with gamers and influencers to spread it around the internet.
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Community activation
We even staged a reddit AMA with one of the original founders of Clash to talk to the community about the 40 years of Clash history.
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Official Lore Integration
And Supercell (parent company) included the fake history of Clash on their website.
🔥 Why it mattered
#1 trending on YouTube
Record brand lift
📰 Select Press
“#5 Best Ad of the Year”
🏆 Recognition
Cannes Lions - Titanium Shortlist
Cannes Lions - Grand Prix (Entertainment)
Cannes Lions - Grand Prix (Gaming)
One Show Best of Discipline (Gaming)
One Show Gold (Branded Entertainment - Games / Gaming)
One Show Gold (Gaming - Community Building)
One Show Gold (Gaming - Game Marketing)
One Show Gold (Interactive & Mobile Craft - Visual Craft - Art Direction)
One Show Silver (Integrated - Craft - Art Direction)
One Show Silver (Interactive, Online & Mobile - Online-only Video - Single)
One Show Bronze (Integrated - Integrated Campaign)
One Show Bronze (Direct Marketing - Integrated Campaign)
One Show Shortlist (Branded Entertainment - Long Form Video - Single)
D&AD Graphite Pencil (Digital - Integrated)
D&AD Graphite Pencil (Entertainment - Scripted Long Form)
Webby Awards Winner (Best Documentary)
Webby Awards Nominee (Best Writing)
Webby Awards Nominee (Best Branded Content - Media & Entertainment)
Grand Clio (Film)
Gold Clio (Digital/Mobile - Multi-Platform/Cross Channel Storytelling or Experience)
Gold Clio (Film - 5 Minutes and Over)
Silver Clio (Direct - Gaming)
Gold Andy Award (Idea)
Gold Andy Award (Craft)
Shorty Awards - Bronze (Art Direction)
Shorty Awards - Audience Honor (Art Direction - Gaming)
Creative team
Art Directors: Katie Willis / Nick Howard / Liam McKay
Copywriters: Ryan Snyder / Nick Stoner / Will Curtis
Creative Directors: Lawrence Melilli and Darcie Burrell
Design Director: Mike Weis
Agency: Wieden + Kennedy