Choose your battles. That’s A+ life advice and in Clash Royale, it’s “life”-saving advice. DAVID New York has brought to life the tension players experience between everyday distractions and the pull of the arena in its latest campaign for Clash Royale. The work taps into a core behaviour of the game’s community – prioritising in-game battles over the noise of daily life – and translates it into a series of eye-attention grabbing OOH placements.
Choose Your Battles captures humorously the intense commitment of Clash Royale players as they navigate epic in-game clashes despite the constant buzz of life’s interruptions. The campaign presents dramatic, high-stakes moments of gameplay – troops charging, towers crumbling, and victory hanging by a thread – suddenly interrupted by real-life notifications. From work deadlines to romantic messages, and even mindfulness reminders, these interruptions highlight the central message – when you’re fighting for a crown, some battles just aren’t worth your focus.
“This campaign is about celebrating the players who prioritise their passion for Clash Royale over life’s endless interruptions. It’s a testament to their focus and their love for the game,” stated André Toledo, chief creative officer at DAVID New York.
The campaign kicked off in the UK and Germany, with digital out-of-home placements in high-traffic areas, and will extend through Europe.
Credits:
Client: Supercell (Clash Royale)
Gabriel Caramelo Eccher: VP of Marketing, Clash Royale
Fredrik Herneoja: Brand Marketing Manager
Kasim Zorlu: Media Strategist
Basak Didem Daglioglu: Media Operations
Creative Agency: DAVID New York
Pancho Cassis: Global CCO & Partner
Sylvia Panico: Global COO
Carol Vieira: North America Managing Director
Daniel Lobatón: North America CCO
André Toledo: Chief Creative Officer
Pedro Sattin & Sebastien Rouviere: Group Creative Directors
Brenda Morrison Fell: North America Head of Production
Debi Rubbiani: Executive Producer
Barbara Karalis: Business Affairs Director
Catalina Pena: Senior Business Affairs Manager
Brett Niebling & Rafael Girogino: Group Account Directors
Celia Yuen: Account Executive
Paula Vampre: Global Chief Strategy Officer
Sandra Azedo: Global PR Director
Production Company: My Gosh
Joshua Bannister: Photographer
