Candy Crush Saga patterns are everywhere in 10th anniversary campaign

Candy Crush Saga is ten years old, and since the addictive mobile game launched in November 2021, over 3 billion people have downloaded it. To mark the end of its first decade, the game, owned by King, a subdivision of Activision Blizzard, has launched an outdoor and print campaign that replicates the game's brightly colored matching patterns. The insight underpinning the push from David Madrid is that once you start to swipe the Match-3 game, you’ll start to see patterns that mirror the in-game mechanic everywhere in your daily life. In other words, whereever there are colored objects and a grid formation. Billboards show a range of everyday situations where patterns seem to appear, from lockers in a gym to bowling balls in an arcade, and even an office. The campaign is running in both the U.K. and U.S. markets with one billboard located in New York’s Times Square. “Anyone who’s played Candy Crush Saga knows that once you get going, the game seems to show up all over the place," said Saulo Rocha, chief creative officer at David Madrid, in a statement. "And that got us thinking, what if we took this and made a whole campaign about it?” Fernanda Romano, chief marketing officer at King, added that the campaign centered on "bringing the essence of Candy Crush Saga into the real world in a fun and engaging way. We’ve chosen everyday places where we encourage everyone to have a little fun with us as they head to work or wait in a queue somewhere.” It seems they aren't the only brand with the idea about seeing objects everywhere; Samsung's latest ad for the Galaxy flip phone shows a woman obsessed with folding objects, while Guinness used the idea of seeing pints of the black and white stout in its "Welcome Back" ad in 2021.

Candy Crush Saga patterns are everywhere in 10th anniversary campaign

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