Soccer star and noted gamer Erling Haaland became a character in the Clash of Clans video game. (Oglivy)
[Clash of Clans’ “Haaland Payback Time” was scored by BUTTER Music and Sound out of David New York.]
The most accomplished sports stars are frequently also the most hated, as is the case with Erling Haaland, the ornery Manchester City attacker whose goals leave opposing teams defeated, and their supporters heartbroken and thirsty for revenge.
And while it’s difficult to beat Haaland on the pitch, a campaign gave fans a chance to do so in the gaming world, where Haaland also happens to be a high-scoring Clash of Clans player.
See all of the Grand Prix winners here
Clash of Clans’ “Haaland Payback Time” from David New York was named the recipient of the Grand Prix in the Entertainment for Sport competition Tuesday at the Cannes Lions International Festival of Creativity. “Payback Time” cast Haaland as the first-ever real-life person depicted in Clash of Clans—then sent his haters free to attack the village and steal the resources Haaland spent a decade building and accumulating.
The campaign gleefully indulged sport fan vengeance, advertising around stadiums and cities with the most Haaland haters—like Manchester, Munich, London and Milan—with billboards reading “Your turn to crush his defense” and “He stormed your field. Now light up his base.” David also recruited opposing players (victimized goalies and former holders of records Haaland has broken) to testify in the revenge plot.
In all, 34 million players attacked Haaland’s village, and new users were up by 150%.
Read the full story HERE.