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Guilty Pleasure

Studio: King
Role: Creative

A small team of us from Brand Creative Studio at King created a mini-campaign for Social centered around the idea of “Guilty Pleasures”—we know that many people play Candy Crush but many also never talk about it. We wanted to give our players a little wink and allow them to embrace their inner gamer.

I was part of this project from brainstorming, conceptualizing, and pitching to the final production of the creatives. As this was a test concept we kept production quite small and fast, doing as much in-house as possible, but it was a refreshing challenge to explore ideas and make quick and dirty creatives that could have an edgier twist. The idea was to start small and allow room for growth in the concept over time.

Themes

Themes

What if Candy Crush players are part of a secret society - would they have their own signs or rituals among themselves? Can we acknowledge and embrace the player’s desire to keep their gaming private? These questions were put forth during the initial pitching of themes and ideas.

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A Crusher Knows

A Crusher Knows

We started to delve even further into the theme of “A Crusher Knows.” We wanted to start with the idea of a Crusher being able to see the world differently and then move into a phase that shows signs of a bigger hidden community.

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You Get It

You Get It

In the end, due to legal reasons, we could not use “Crusher” so we had to come up with a different twist for the initial social posts. Unfortunately, this also put some blocks to the bigger theme of a “Crusher” society we had initially been going for.

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 Performance Marketing also wanted to test the '“You Get It” concept for their paid channels so we provided them with a series of videos edited together with gameplay.

Performance Marketing also wanted to test the '“You Get It” concept for their paid channels so we provided them with a series of videos edited together with gameplay.

Life Hack

Life Hack

We started another series that used the idea of indulging one’s daily gaming with life hacks. This became one of the most viewed content in the Candy Crush social channels.