Two world-famous entities, Norwegian forward, Erling Haaland, and Supercell game, Clash of Clans, unite in a campaign by David New York. Erling Haaland has become the Barbarian King from Clash of Clans in witty billboards across six European cities (London, Liverpool, Manchester, Madrid, Milan, Munich). The billboards reference the superstars decision not to play for England even though he was born in Leeds and his prowess on the field at England’s expense. The DOOH campaign by David New York entices people to gain payback by raiding his in-game village by scanning a QR code on the advert and downloading Clash of Clans.
The billboards are part of an epic, football-themed seasonal game event. It’s the first time a character based on a real person has been added to the popular game, which has been downloaded over two billion times.
The DOOH has been built into a media plan led in-house by Supercell, that is designed as a city-based custom route to reach gamers and sports fans. Over 1500 placements from three outdoor advertising networks, backed by a multi-million pound media spend, are now live across six cities, making it unmissable for football fans.
Clash of Clans and Haaland launched the new partnership last week with a movie-style trailer, complete with custom Haaland soundtrack. The trailer features real-life Haaland encountering characters from the game before being transported into the animated world of Clash of Clans.
Credits:
Client: Supercell
Chief Marketing Officer: Fernanda Romano
Head of Global Live Games Marketing: Iwo Zakowski
Clash of Clans Marketing Lead: Anna Bouveng
Growth Marketing: David Edwards
Marketing Producer: Yuri Yoshimura
Product Marketing: Ana Martins
PR Manager: Jonathan Howard
Head of Media & Ops: Kasim Zorlu
Performance Marketing: Adam Massey
UA Creative Producer: Peter McLaughlin
Agency: DAVID New York
Global Chief Creative Officer & Partner: Pancho Cassis
Global Chief Operating Officer: Sylvia Panico
Managing Director: Luiza Prata Carvalho
Chief Creative Officer: André Toledo
Creative Directors: Linus Oura, Sébastien Rouvière, Pedro Sattin
Associate Creative Director: Guillherme Pinheiro
Global Strategy Officer: Paula Vampre
Group Strategy Director: James Mitchell
Strategist: Brooklyn Carey
Group Account Director: Brett Niebling
Account Supervisor: Irene León
Head of Production: Brenda Morrison Fell
Executive Producer: Natasha Louckevitch
Associate Producer: Sophie Freid
Director of Business Affairs: Barbara Karalis
Business Affairs Manager: Catalina Peña
Global PR Director: Sandra Azedo
Animation: Axis Studios
Executive Producers: Nicole Duncan & Chris Wenting
Director: Olly Reid
Producers: Olga Kotas & Magdalena Grzesz
Live Action Producer: Carys Evans
CG Supervisor: John Huikku
Art Director: Mateusz Mizak
Production Manager: Ariadna Roa Salazar
Lead Layout Artist: Summer Kou
Lead Character Artist: Ekaterina Pushkarova
Lead Environment Artist: Jessica Cheung
Lead CFX Artist: Coline Della Siega
Lead FX Artist: Spike Meesters
Grading: Cameron Mitchell
Head of Editorial: Louise McGregor
Editor: Emma Nathan
VFX Executive Producer: Nicolas Drew
VFX Producer: Jessica Phillips
VFX Supervisor: Julian Martin-Samos
Music: Butter Music and Sound
CCO: Andrew Sherman
ECD: Dan Zank
Executive Producer: Renée Massé
Composer & Arranger: Coke Youngblood
Producer: Warren Wolfe
Music Coordinator: Anneliese Daley
Audio Post: Mr. Bronx
Sound Design & Mix: Geoff Strasser
Audio Post Creative Director: Dave Wolfe
Producer: Maggie Norsworthy
Production Company: (Live Action – Manchester)
Executive Producer: Tom Gent
Producer: Emily Mules
BTS Producer: Grant Mulligan
Production Managers: Lyndsey Shingler & Jamie Tarr
1st AD: Terry McShane
DOP: Jack Maddison
1st AC: Alex Coleborn
BTS: Rauri Cantelo
Stills Photographer: Madeleine Penfold
Production Company: (Live Action – Oslo – Social)
Executive Producer: Tom Gent
Director: David Lieb
Producer: Jordi Estape
BTS Producer: Grant Mulligan
Production Managers: Lyndsey Shingler & Jamie Tarr
Service Production Company: Monky Productions
Line Producer: Harvard Schei
Production Manager: Nil Borg
1st AD: Magnus Wessel Waal
DOP: Jack Maddison
1st ACs: Kristoffer Aamot & Lisa Wiik
Stills Photographer: Madeleine Penfold
Digital Artist: Ricardo Moreira
