PROJECT BRIEF: CRUSH HOUR
Crush Hour was my entry for the 2023 D&AD New Blood Awards, in response to the brief set by King. The brief required entrants to get 18-30 year olds in the UK and USA talking and grab their attention with a new social media and video campaign to increase the visibility of Candy Crush Saga. The campaign needed to unite players, creating a shared community experience. It also needed to highlight why current players flock to Candy Crush Saga: to relax, escape everyday stress, keep their mind sharp, and feel a sense of achievement.
SOLUTION
Enhancing the shared gameplay experience of Candy Crush Saga, Crush Hour is a live competitive tournament accessible on public transport. Simply hop on board, open the game, choose your contest, and let the Crush Hour begin! Compete with fellow Crushers for in-game boosters, and join special Crush Hour tournaments during rush hour for a chance to win real prizes. Players can share their success with the global Crush Hour community on King's social media channels, and compare their scores with others worldwide.
For the award submission, in addition to the video below, I redesigned the Candy Crush Saga logo to promote the new campaign. The redesign features a toy train with candy-striped wheels and a multicolored train track, evoking nostalgia and embodying the playful aesthetic of the candy kingdom. I also created four slides to present the concept, showcasing various social media posts and poster designs intended for display in Underground and Subway stations.
