After nearly a decade of dominating the small screen and amassing an impressive three billion global downloads, along with 200 million players in the United States alone, Candy Crush was eager to cultivate a new generation of fans and ensure its continued success well into the next decade. However, this endeavor posed a significant challenge, given that approximately 50% of its current players were aged 45 or older, and searches for the game had declined by about 70% since 2016. How could one of the most popular games of all time attract new players or entice former players to return?
The solution was to allow those who already cherished the joy of crushing candies to showcase the magic of Candy Crush to the rest of us, offering them a platform to demonstrate what the game truly embodies. And thus, the Candy Crush All Stars Tournament was born.
After nearly a decade of dominating the small screen and amassing an impressive three billion global downloads, along with 200 million players in the United States alone, Candy Crush was eager to cultivate a new generation of fans and ensure its continued success well into the next decade. However, this endeavor posed a significant challenge, given that approximately 50% of its current players were aged 45 or older, and searches for the game had declined by about 70% since 2016. How could one of the most popular games of all time attract new players or entice former players to return?
The solution was to allow those who already cherished the joy of crushing candies to showcase the magic of Candy Crush to the rest of us, offering them a platform to demonstrate what the game truly embodies. And thus, the Candy Crush All Stars Tournament was born.
In a strategic partnership with social media heavyweight and Candy Crush enthusiast Khloe Kardashian, we launched the first-ever Candy Crush All-Stars tournament in America. The tournament was brought to life when Khloe, alongside pop sensation Doja Cat and sports icon Gronk, invited the nation to be part of this thrilling competition. This trio reminded us all that Candy Crush is a game where everyone can play and anyone can win, and the world of social media certainly took note.
In a strategic partnership with social media heavyweight and Candy Crush enthusiast Khloe Kardashian, we launched the first-ever Candy Crush All-Stars tournament in America. The tournament was brought to life when Khloe, alongside pop sensation Doja Cat and sports icon Gronk, invited the nation to be part of this thrilling competition. This trio reminded us all that Candy Crush is a game where everyone can play and anyone can win, and the world of social media certainly took note.
The campaign made a massive splash, reaching an impressive 231 million people. Online buzz was ignited not just by the tournament itself, but also by the spectacular nail art donned by Khloe and Doja. In the meantime, millions of eager participants across all 50 states competed tirelessly in the app, each vying for the coveted title of Candy Crush All-Star.
The campaign made a massive splash, reaching an impressive 231 million people. Online buzz was ignited not just by the tournament itself, but also by the spectacular nail art donned by Khloe and Doja. In the meantime, millions of eager participants across all 50 states competed tirelessly in the app, each vying for the coveted title of Candy Crush All-Star.
But above all, what truly resonated was the players’ overwhelming affection for the tournament. After five weeks of nail-biting competition, an extraordinary group of finalists, including a military veteran, an MBA student, and a taekwondo black belt, met in the finale, which we scripted, produced live-to-tape, and streamed on YouTube.
When the dust settled, it was Bibi who stood victorious, becoming America’s first-ever Candy Crush All-Star, crowned before the eager eyes of over one million viewers
But above all, what truly resonated was the players’ overwhelming affection for the tournament. After five weeks of nail-biting competition, an extraordinary group of finalists, including a military veteran, an MBA student, and a taekwondo black belt, met in the finale, which we scripted, produced live-to-tape, and streamed on YouTube.
When the dust settled, it was Bibi who stood victorious, becoming America’s first-ever Candy Crush All-Star, crowned before the eager eyes of over one million viewers
Media
Broadcast TV, YouTube, Facebook, Instagram,
TikTok, In App and other online media.
Markets
United States
Agency
No Problem
Role
Executive Creative Director
Media
Broadcast TV, YouTube, Facebook, Instagram,
TikTok, In App and other online media.
Markets
United States
Agency
No Problem
Role
Executive Creative Director
Selected work by creative director Nils-Petter Lövgren
