The winter of 2017 marks the fifth anniversary of Candy Crush Saga on our mobile phones – that’s a whole lot of crushed candies!

To celebrate this momentous milestone we designed a campaign to remind players, both past and present, what makes the game so unique and popular all over the world – the way it makes you feel when you win!

Using multiple sets of players, we created visual metaphors that best encapsulated the “sweet feeling” that you can only get from Candy Crush success. So whether it felt like your normal house cat suddenly becoming a daredevil, motorbike riding stunt cat or like a regular airport buggy suddenly becoming an all dancing, rave buggy equipped with elderly ravers – that sweet feeling is different for us all!

The message: Get that Sweet Feeling – with Candy Crush!

The TV campaign has launched across 16 markets worldwide including the UK, US, and Australia.

Full credits:
Client: King: Vicki Reeve, Lindsey Field & Amy Beadle
Agency: WCRS
Executive Creative Director: Joe Miller
Creative Team: Tom Madden & Morgan Hinds-Shorland
Senior Agency Producer: Sally Miller
Agency Assistant Producer: Oliver West
Business Account Director: Gareth Hughes
Account Manager: Dan Taylor
Media Agency: Spark Foundry
Production Company: MJZ
Director: Perlorian Brothers
Producer: Hugo Peers
Editor: Ben Campbell (Cut+Run)
Sound: Aaron Taffel (Grand Central)
VFX: The Mill
VFX Producer: Rebecca Perry (The Mill)
VFX Supervisor: Greg Spencer / Alex Hammond
Localisation: Hogarth