The Super Bowl half-time show attracts conversations globally – this year’s even more than usual. Uncommon Stockholm has given Clash Royale a chunk of that attention:
Ahead of this year’s big game, hip-hop icon and five-time Grammy Award winner, Lil Wayne, headlined a first-of-its-kind halftime show inside Clash Royale. The New Orleans legend performed in one of the world’s biggest arenas — that also happens to be pocket-sized. The show kicked off as players opened Clash Royale and prepared for battle. The halftime performance featured a live-action Lil Wayne, joined by blinged-out fan-favourite Clash Royale characters, delivering an epic rendition of his classic hit, A Mili.
Lil Wayne commented, “Music, sports, and gaming all in one place – y’all know how much I love being at the center of the culture. I’m turning the Clash Royale arena into the most lit concert of the week.”
The creative team insisted that Lil Wayne appear as himself rather than as an animated character, to replicate the authenticity, scale, and energy of a halftime show.
“We wanted this to feel like a real halftime show, not an animated film. To achieve that, Lil Wayne had to actually perform as himself inside the arena to bring a sense of scale and create an entertaining live moment for fans,” stated Max Hultberg, executive creative director at Uncommon Stockholm.
Argentinian production company, Gizmo, led by director, Emmanuel Verruno, captured the live performance and transferred it into the world of Clash Royale. Drawing inspiration from legendary big game halftime shows, the team designed a brand-new arena built specifically for Lil Wayne and gave familiar Clash Royale characters a hip-hop-inspired glow-up to match the rapper’s unmistakable style.
The show was released simultaneously around the world and began as soon as players logged into the game. A special video player was designed for this purpose so that everyone received the same experience – a first for Clash Royale and Supercell. “With over a billion downloads and millions of people playing every day, Clash Royale reaches an audience comparable in scale to major global live broadcasts. We wanted to give fans a moment that actually lives up to that level of fandom,” commented Gabriel Caramelo, global marketing lead for Clash Royale.
Uncommon Stockholm was supported on media execution by The Romans for the campaign.
* Clash Royale has been downloaded over 1.5 billion times.
