This was my entry for the 2023 D&AD New Blood Awards, in response to the brief set by King. The brief required entrants to get 18-30 year olds in the UK and the USA talking, and grab their attention with a brand new social media and video campaign which increases the overall visibility of Candy Crush Saga. The campaign needed to unite players and make them feel part of a wider network, giving Candy Crush Saga a new shared experience with a community feel. It also needed to play to the reasons current players flock to Candy Crush Saga, which include: to relax and unwind, to escape from the stresses of everyday life, to keep their mind sharp, and to feel a sense of achievement and progress.
Get Ready... For Crush Hour!
Crush Hour is a live competitive tournament, accessible on public transport, which adds a sweet shared gameplay experience to Candy Crush Saga. Just hop on board, open Candy Crush Saga, choose your contest, and let the Crush Hour begin! Compete with fellow Crushers for divine in-game boosters, and participate in King's special Crush Hour tournaments, which take place exclusively during rush hour, to be in with a chance of winning real prizes! Celebrate your success with the global Crush Hour community across King's social media channels, and compare your scores with Crushers around the world!
To accompany the video, I redeveloped the existing Candy Crush Saga logo to incorporate the new campaign. This features a traditional toy train with candy striped wheels, which strives to evoke feelings of nostalgia and fun childhood memories, as well as a multicoloured train track which embodies the fun, playful, and dreamy aesthetic of the candy kingdom, the environment in which the saga takes place.
Additionally, I created four slides, a selection of social media posts, and some posters for display in Underground and Subway stations, to further enhance the presentation of this concept to the judging panel.