Forsman & Bodenfors has launched its first campaign as newly appointed global creative lead for Supercell mobile game, Hay Day. The campaign is a two-week virtual music festival that turned the farming game, and its 20 million monthly players, into a stage for emerging artists. What started as a virtual music festival headlined by Joe Jonas grew into a global chain of cover versions, each one playable inside the game by 20 million monthly players.

Hay Day teamed up with artist, actor and Hay Day farmer, Joe Jonas, to debut the new hit song of the season, The Cozy Anthem. Jonas took the instrumental theme song from the game, reworked it and added lyrics, creating an anthem which served as the launch of a community-forward music experience that invited players and TikTok music creators to create their own covers of the song. 

The Cozy Anthem kicked off a two-week virtual music festival across in-game experiences in Hay Day and on social media. Headlined by Jonas, the festival spotlighted 12 artists who gained a discovery platform of 20 million monthly players. New covers dropped every other day across TikTok, Instagram and YouTube, each one playable inside the game. The format took off – each new cover built momentum, turning the anthem into a growing, global chain of cover versions and interpretations.

From June 18 through June 30, players could join in directly by creating their own covers of The Cozy Anthem in the game and share them on TikTok, making the festival open to anyone, anywhere.

The campaign also marks the beginning of a broader creative partnership. Forsman & Bodenfors will lead the creative direction for Hay Day’s marketing activity from now on, working closely with the Supercell team and its partners. The assignment spans global campaigns, in-game creative moments and activations for the Supercell Store.