Gamifying the whole world

Many of us have enjoyed Candy Crush Saga. In fact, it’s estimated that there have been over 3 billion downloads of the game since it launched in 2012, and millions of people are still playing it every day on their phones. Whether you’re commuting, queuing, or waiting for the bus, it’s a game that you can pick up and play when you’re looking for those moments of bitesize fun.

And that fun goes beyond your mobile phone screen. The insight underpinning the campaign is that once you start to swipe the viral Match-3 game, you’ll start to see patterns that replicate the in-game mechanic everywhere in your daily life. In other words, where there are coloured objects and a grid formation, Candy Crush Saga fun is there to be had.

In celebration of Candy Crush Saga’s upcoming milestone - 10 years since it launched on mobile in November 2012 - King, a leading interactive entertainment company for the mobile world and makers of Candy Crush Saga, have teamed up with creative agency DAVID Madrid to launch a highly visual campaign showing that wherever you are, you can play. The series of billboards show a range of everyday situations where patterns - similar to ones you would see in Candy Crush Saga - seem to appear, from lockers in a gym to bowling balls in an arcade, to the least fun place of all: the office!