DAVID: Supercell’s Haaland Payback Time

In 2024, Supercell introduced Erling Haaland as the first real person in Clash of Clans, aiming to give fans a reason to play. However, the brand recognised a significant untapped audience: Haaland's "haters." The challenge was to engage this group, turning their existing animosity into a compelling reason for them to play Clash of Clans, thereby expanding the game's reach beyond its traditional fanbase.

DAVID developed the “Payback Time Challenge” as the creative solution. This initiative directly addressed Haaland's rivals by offering them what they had always wanted: revenge. The core of the campaign allowed these rivals to raid the village Haaland had spent over a decade building within the game. To amplify this rivalry, the campaign used strategic marketing placements, including billboards placed near rival stadiums, and real-time ads which further fuelled the competitive spirit. Rival football stars were also enlisted to urge fans to participate and take him down.

The campaign achieved transformative results by converting millions of Haaland's "haters" into Clash of Clans players. This innovative strategy led to the campaign being awarded a Grand Prix in Sports at the Cannes Lions International Festival of Creativity 2025.