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ANDY Awards

Creative Award
New York, United States
Clash of Clans - "Payback Time" by ANDY Awards 2025

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TitlePayback Time
Agency
Campaign Haaland x Clash of Clans
Advertiser Supercell
Brand Clash of Clans
Date of First Broadcast/Publication 2024 / 5
Business Sector Video Games/Consoles
Philosophy Football superstar Erling Haaland is set to become a video game character as part of a new partnership with mobile game* Clash of Clans. The partnership will see the Norwegian forward become the famous ‘Barbarian King’ character as part of an epic, football-themed seasonal game event. It’s the first time a character based on a real person has been added to the popular game, which has been downloaded over two billion times. Fans will be able to play as Haaland in Clash of Clans from Wednesday May 1st and enjoy a host of football-themed features appearing in the game throughout the month, including special troop characters and medal events. As an additional fun challenge, fans will also have the chance to defeat Haaland’s in-game village. Haaland is known around the world for his football skills - but he also knows a thing or two about video games. Haaland is a long-time fan of Clash of Clans, building an impressive in-game village that he’s defended from rival clans. It’s his love of Clash of Clans that prompted him to partner with the game. Clash of Clans and Haaland are launching the new partnership with an epic movie-style trailer, complete with custom Haaland soundtrack. The trailer sees real-life Haaland encounter characters from the game before being transported into the animated world of Clash of Clans. Visitors to the App Store will see exclusive reveals of Haaland’s role in the game and additional details of rewards and events taking place.
Media Type Case Study
Length
AI Description The ad focuses on the partnership between Clash of Clans and football star Erling Haaland, who becomes the first real person featured in the game as the 'Barbarian King'. The ad mixes clips of real-life football games and animated segments showing Haaland as a game character. Fans are encouraged to play as Haaland and participate in football-themed events. The campaign invites his fans and rivals to attack his in-game village. The promotion uses outdoor advertising near major football stadiums, inviting fans to join the game. The ad includes scenes of animated gameplay, excitement from fans, and the massive scale of the campaign, including catchy slogans like 'Payback Time'.
Music
Advertising Manager
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