King’s Candy Crush Saga is bursting out of phones and into the real world with immersive films putting players at the heart of its new BBH campaign.
Directed by Joseph Mann through Blinkink, the three films dramatize and bring the excitement of the mobile game’s world into the real world, creating a sensory experience.
Showcased across DRTV for 12 months, the campaign comprises of ‘Whoosh’, ‘Spin’ and ‘Float’, each named after the different in-house developed bespoke tracks that accompany the spot, which also features sounds from the Candy Crush world.
The films include physical versions of candy pieces, train acrobats for aerial sequences, and practical effects on set including lighting and wind.
The first film, ‘Whoosh’, focuses on achievement, depicting Candy Crush Saga players at the beach, before they are propelled ‘into the stratosphere’ after successful candy matching.
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“BBH has a rich history of stunning craft, and working on these films really gave us a chance to flex those muscles, taking the core idea and executing it to the highest degree possible,” said BBH creative director Adam Newby.
“We wanted to dramatise the moments when people play Candy Crush Saga and show how the magic of the game transforms their world. Our director, Joseph Mann, brought real wit, charm and technical expertise to the execution of the films.”
King Candy Crush Saga vice president of marketing Luken Aragon, added: “This campaign really demonstrates how we’re ‘Making the World Playful’ and how we work to deliver those moments of escapism for our players.
“We loved seeing our candies as never before, closer than ever before, and more fun than ever before, bringing to life the power of play and the sweetness of victory in the most indulgent and immersive way.”
The campaign’s intial idea was developed by No Problem, Candy Crush’s former agency, before BBH London took over after winning a competitive pitch earlier this year.
